Massimo Giorgetti named as creative director at Emilio Pucci

Fashion is moving fast. Rumours had been swirling for weeks, but now it's official – Massimo Giorgetti has been appointed creative director at Emilio Pucci, replacing Peter Dundas who headed for Roberto Cavalli yesterday. Revered for his irreverent approach to design and boldness with colour, expect Giorgetti to bring an element of play to Pucci. The designer announced the move on his Instagram, speaking of a "new story to tell".

In a statement, Emilio Pucci said: "Massimo Giorgetti embodies the entrepeneurial spirit and ingenuity of a new breed of designers. In 2009, backed by Paoloni Group, Giorgetti launched MSGM and in just a few short years brought the company to international success. Giorgetti will continue to design for his own brand, MSGM, dividing his time between Pucci's Renaissance-era Florentine headquarters and MSGM's Milan offices." Pucci also thanked Peter Dundas for all his work while he was at the helm.

The MSGM AW15 show was an exercise in extroversion, a vibrant display of colourful neoprene and vivid prints – who knows where Giorgetti will take Pucci next. Stay tuned.