The revival of Emilio Pucci was not on my 2025 bingo card, but alas here we are. You will likely have seen the brand all over your Instagram and TikTok feeds this summer. Characterised by a swirly, geometric, 60s-style pattern, typically in hues of pink, blue, and green, nothing screams vacation quite like a Pucci print. But is this a truly timeless look worthy of investment, or simply another fleeting trend?
The History of Emilio Pucci
Since its debut at a fashion show in Florence in 1951, Emilio Pucci quickly became synonymous with vibrant prints, bold colour, and effortless glamour. Throughout the 1960s, the brand became a favourite among the international jet set, with icons like Marilyn Monroe and Jackie Kennedy frequently spotted in Pucci designs. The label cemented its place in fashion history as the go-to for luxurious resort wear and statement-making style.
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Why Is Pucci Trending Again?
Whether it’s a classic Pucci dress, bikini, or scarf the hypnotic print has us, well, hypnotised. Lyst, the experts in everything fashion and data, revealed that searches for Pucci are up 96% on the last quarter! With the Marmo and Orchidee being the most wanted prints on halterneck mini dresses, tops and swimsuits.
The Pucci revival is getting a major boost from style icons like Hailey Bieber, Dua Lipa, Addison Rae, and Alexandra Saint Mleux, all of whom have been spotted in bold, head-turning Pucci outfits. Their endorsements have reignited interest in the Italian fashion house.
But why now? It’s no secret that quiet luxury is out and maximalist dressing is in. And the Pucci revival offers the hit of dopamine we are so desperately craving. After years of beige, minimalism, and the “old money” aesthetic, style lovers are after joy, colour, and eccentricity, and Pucci delivers just that. In a time of social and global uncertainty, bold fashion choices offer a welcome form of self-expression and escapism.
It’s also one of those designers that is very much if you know, you know. It’s a style that is known to fashion-insiders, but not necessarily the masses. While Chanel, Gucci, or Louis Vuitton logos are instantly recognisable, Emilio Pucci’s swirling patterns are more niche – which makes them feel all the more exclusive and only adds to the appeal.
Plus, despite the loudness of the print, Pucci is actually pretty versatile. A classic Pucci dress speaks for itself and requires minimal accessories. Or, for a 2000s-inspired look, pair a Pucci halterneck top with low-rise jeans and heels
Trend or timeless?
While Pucci may be trending right now, its legacy and recognisable aesthetic suggest it’s more than just a passing fad. With its history, insider appeal, and newfound mainstream relevance, Pucci is proving to be both trend and timeless.
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Featured image credit: @lenaterlutter on Instagram