marie claire
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From Quiet Luxury to Maximalist Color
After seasons of understated, neutral-toned fashion, 2025 marked a dramatic pivot toward maximalism. Emilio Pucci’s swirling, colorful prints—once a symbol of 1960s Mediterranean glamour—are now a viral sensation. Dubbed “Pucci Girl Summer,” the trend embraces bold pattern-making as a joyful antidote to minimalism.
Fashion data reflects the frenzy: Pinterest interest in Pucci has surged 225%, while reseller searches on The RealReal and Depop have risen as much as 111% and 381% respectively. Net-a-Porter reports that Pucci has become its best-selling resort brand of 2025.
TikTok Revival and Vintage Resurrections
TikTok is the beating heart of the revival. Creators are exploring their moms’ closets for vintage Pucci scarves, transforming them into halters or hair wraps, while sharing manic shopping hauls of new Marmo print pieces and geometric swimwear.
The aesthetic has become so iconic that “Pucci Girl Summer” is now a mood—complete with AI memes and trend loops reminiscent of jet-set vacations.
Celebrity Stamp of Approval
Celebrities have fueled the trend further. Hailey Bieber, in particular, captured attention wearing a lemon-yellow Pucci two-piece on her Mallorca getaway—cementing “lemontini” as the season’s glow-up shade.
Pucci’s revival has also appeared on A-list influencers: their vibrant prints have invaded Instagram feeds, Cannes installations, and rooftop terraces—from Santorini to Soho—rekindling old-school European glamour.
A Heritage of Jet-Set Glamour Resurfaces
Pucci’s revival isn’t random—it’s rooted in the brand’s rich heritage. Founded on the Isle of Capri in 1947, Pucci quickly became the uniform of jet-set icons like Marilyn Monroe and Jackie Kennedy.
Creative director Camille Miceli has leaned into this heritage, staging runway shows in Portofino and infusing the Marmo print—a kaleidoscopic signature—with modern sensibility.
Why We’re Loving It—Beyond Aesthetics
At its core, “Pucci Girl Summer” offers emotional escape. In a world flooded with digital fatigue and heavy headlines, the trend delivers pure visual dopamine—evoking sunshine, freedom, and retro joy.
Even those who typically steer clear of prints are embracing Pucci’s whimsical flair. As TikTok creator Ashtin Earle puts it, “I’m not a big print person, but Pucci makes me feel like a funky disco girl”.
Whether styled as a daring mini or an accessory scarf, Pucci pieces transform summer attire into personal statements. More than a trend, it’s a mood shift.