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.
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.
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.
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.
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.
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