The Emilio Pucci Spring 2016 ad campaign is a reflection of Creative Director Massimo Giorgetti’s “new rule-breaking dictate.”

Mr. Giorgetti joined Pucci in March 2015 as Creative Director, replacing Peter Dundas who moved to Roberto Cavalli. Mr. Giorgetti saw the Spring 2016 ad campaign as an opportunity to share with brand enthusiasts the vision he has for the house and how he plans to interpret its codes.

Pucci used social media to debut the campaign through shared imagery and text explaining the direction Mr. Giorgetti took for the effort.

Described as being “lofty yet fueled by the speedy, impulsive sting of the street,” Mr. Giorgetti selected the Villa Gamberaia, a Renaissance palazzo set in the hills outside Florence, as a backdrop.

The Emilio Pucci Spring 2016 ad campaign, shot by Ezra Petronio, founder of Self Service magazine, features models Odette Pavlova and Kadri Vahersalu who run, laugh and play at whim. Representing classic beauties who do not abide by conventional rules, the models’ clothing looks as if were thrown on to evoke an unscripted and spontaneous feeling.

“The pieces are all very high end, but the attitude is easy and cool,” he said. “These are bon ton girls who run around with undone hair.”