Move Over, Clean Girls—The Pucci Girl Is Taking Over Summer

Psychedelic prints and flowing silks are summer 2025’s new uniform
Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Hailey Bieber in custom Pucci by Camille Miceli at the Rhode beach club launch in Mallorca. Photo: Instagram / @emiliopucci

Luxury is in this summer, but there’s nothing quiet about it. The fashion set has been loving flowing silks and psychedelic prints, and we’re officially calling it—it’s a Pucci Girl Summer. Whether you were off the coast of Capri, dancing the night away in Ibiza, or just scrolling through your feed, you couldn’t have missed the undeniable takeover of Pucci’s bright and kaleidoscopic prints.

Viral Origins

On the surface, it’s entirely understandable why Pucci is dominating as a summer trend. The vibrant, swirling patterns and luxurious silks look phenomenal against a bronze tan and a backdrop of cerulean waves, and are equally as eye-catching in person as they are on an Instagram grid. Take it from Hailey Bieber, who celebrated the launch of her Rhode Mallorca pop-up in custom lemon-yellow Pucci. 

@tialeww Euro summer is here 💗 @Mathilde Capp ❤️ #pucc #puccisummer #eurosummer #fyp #fitcheck #dailyfits #ootd #foryou #southoffrance #sof ♬ Ma Tnsani (Yalla Habibi) – Vanco & AYA

Then there’s the draw of hopping onto any trend, the ability to signal your discernment and taste to all those watching. Does Pucci Girl Summer, for all its trendy allure, have staying power? Social media-driven fashion trends are often ephemeral, eagerly crowding our feeds before being swallowed by the algorithm. Perhaps what sets Pucci Girl Summer apart is that it taps into the brand’s distinctive 78-year identity of optimism and insouciance. Founded in 1947, Pucci’s vibrant designs soon made it a favourite of icons like Marilyn Monroe and Sophia Loren, and the brand experienced its ultimate heyday in the 1970s. Tradition and history, in the context of fashion, are often associated with minimalism and structured silhouettes. Pucci, however, taps into an altogether different heritage—a sun-drenched vision of days spent lounging on yachts and nights spent dancing on tables. 

Vision From The Top

Pucci’s revival—in-store sales saw 50-60% growth in the past year—comes as something of a surprise to many in the fashion world. Perhaps not, however, to those who have been following the work of the house’s creative director, Camille Miceli. The French-Italian can be credited for much of Pucci’s recent success. Appointed following a four-year vacancy in the position, Miceli was chosen as much for her experience at brands like Alaïa and Louis Vuitton as she was for her energy and attitude. Where many may have shied away from the psychedelic, 70s-coded DNA of Pucci, Miceli saw it as the solution to the label’s woes. 

Pucci’s creative director Camille Miceli at the Very Vivara show in 2024. Photo: Instagram / @emiliopucci

To Miceli, the word frivolous holds no negative connotations. She embraces the lightness of Pucci’s designs, understanding that the prints are the star of the show, with structure and shape sometimes sidelined. This results in a house code that is immediately recognisable and accessible. “You either fall in love with Pucci instantly or you don’t buy it at all,” as Miceli succinctly summarises. If fashion is a language, then Pucci prints are a sunny smile—a crystal clear expression of optimism, never lost in translation or out of style. 

Read on to see which of our favourite celebrities and influencers are Pucci girls this summer, and how they’re styling their sunny and psychedelic looks. 

Sun and Sand

A Pucci girl’s natural habitat is anywhere with a salt breeze and ample sun. Hailey Bieber and other influencers are showing us why there’s no better brand to rock by the poolside or ocean than Pucci.

Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Photo: Instagram / @haileybieber
Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Photo: Instagram / @haileybieber
Influencer Marie Choi Mannix in Pucci. Photo: Instagram / @mariechoimannix
Influencer Maja Malnar in Pucci. Photo: Instagram / @majamalnar

Classy Touches

Hermès’s Mini Kelly is proving to be a favourite amongst influencers for adding a touch of sophistication to easy, breezy, silk silhouettes. Match your bag to one of the eye-popping shades in Pucci’s kaleidoscopic prints to take the look from beachy nonchalance to instant elegance.

Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Influencer Madeleine White in Pucci. Photo: Instagram / @madeleinecwhite
Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Influencer Madeleine White in Pucci. Photo: Instagram / @madeleinecwhite
Influencer Audrey Peters in Pucci. Photo: Instagram / @audreypeters
Influencer Audrey Peters in Pucci. Photo: Instagram / @audreypeters

New Beginnings

As summer-coded as Pucci may be, you don’t need to limit yourself to silks and bikinis to embrace the trend. Pucci showcased several bold, unexpected twists as part of their Spring/Summer 2025 Marmo show. Gen-Z icon Alex Consani walked the runway in statement jewellery and intricate knee-high gladiator sandals, while Naomi Campbell closed the show in a striking embroidered gown that reinvented Pucci’s classic swirling prints. Opt for similar textured pieces in darker colours if you’re looking to own the trend and also stand out from the crowd.

Take it from Hailey Bieber, who celebrated the launch of her Rhode beach club pop-up in custom lemon-yellow Pucci. 
Naomi Campbell in Pucci for the Spring/Summer 2025 Marmo collection. Photo: Instagram / @emiliopucci

Statement Dressing

Can we hear a little commotion for the dress? With prints as unapologetically bold as Pucci’s, the pieces can always speak for themselves. See influencers like Lily Chee and Thai actresses like Mint Pattarasaya put the prints at the forefront in these effortlessly simple looks.

Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Influencer Lily Chee in Pucci. Photo: Instagram / @lilychee
Thai actress Mint Pattarasaya in Pucci. Photo: Instagram / @mintspattarasaya
Take it from Hailey Bieber, who embodies Pucci Girl Summer in a lemon-yellow set for the Rhode Mallorca pop-up. 
Influencer Ashtin Earle in Pucci. Photo: Instagram / @ashtin
Thai-German actress Camilla Kittivat in Pucci. Photo: Instagram / @camillakittivat

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