The Emilio Pucci fashion house was founded in 1951 by Emilio Pucci, Marquis of Barsento. Four years before, in 1947, the designer created a ski ensemble that comprised a hooded parka and tapered ski-pants. But it was not until 1950 that Emilio Pucci decided to dedicate himself fully to the fashion business. A year later, Emilio Pucci presented his first collection at the Palazzo Pitti in Florence, introducing a new style called sportswear chic. The designers early collections were characterized by a predominant reliance on black and white, but by 1953, he started working meticulously with bright colors. With this new direction, Emilio Puccis following collections featured vivid psychedelic prints, an exception in the fashion world at the time. Emilio Puccis boldness paid off when his collections became popular. In addition to his aesthetic eye for fashion, the designer was also a marketing genius, expanding his brand to make it accessible to a wider audience by introducing lingerie, leather, perfume, and bed linen lines.