All The Rage

Emilio Pucci appoints Massimo Giorgetti as creative director

Levi's wants customers to make a #WashLessPledge and keep their denim high and dry for a month

Pucci's pick: A day after it was announced that Peter Dundas was leaving Pucci for the top design post at Roberto Cavalli, Emilio Pucci has announced that his successor as creative director will be Massimo Giorgetti.

The Florence-based, LVMH-owned label announced Friday that Giorgetti would assume his new role in April, and that he would also continue to design for MSGM, the colorful contemporary sportswear line that he launched six years ago. 

The announcement ended with a fond farewell to Pucci's departing designer. "Emilio Pucci wishes to warmly thank Peter Dundas, who recently departed Pucci after seven successful years at the design helm."

Levi's dirty desire: Levis Strauss & Co., which recently announced it had saved 1 billion liters (more than 264 million gallons) of water since launching its Water<Less program in January 2011, is now rolling out an online awareness campaign that urges customers to wash their jeans less frequently as a way of helping the planet. 

The company's studies have shown that nearly 3,800 liters of water are used over the lifetime of a pair of jeans and that the consumer is responsible for 23% (874 liters) of that. To raise awareness, the company is asking customers to take to social media and promise to wash their blue jeans less frequently using the #WashLessPledge hashtag. And don't worry if you're not ready to forsake the wash cycle forever, this baby-step of an effort is only asking customers to keep 'em high and dry for a month -- starting with World Water Day (Sunday) and ending with Earth Day (April 22). And a month is really not that long, especially when you consider Levi's Chief Executive Chip Bergh let it be known last May that he was wearing a pair that hadn't seen the inside of a laundry hamper in a year.

Question Marc: Is the Marc by Marc Jacobs diffusion line about to be absorbed into the umbrella Marc Jacobs label? That's the report, based on "sources," coming from fashion industry trade paper WWD, which notes that neither the CEO nor Jacobs could be reached for comment at press time. [WWD]  

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