Pucci-Girl Summer: A Citrus-Scented Revival of Jet-Set Glamour

According to TikTok, “It’s officially a Pucci-girl summer”—a phrase capturing an aesthetic far beyond just fashion—a mood, a mindset, a visual exhale. Rooted in the vibrant, hypnotic prints of Marchese Emilio Pucci, this trend channels 1960s Mediterranean glamour with a maximalist twist.

Why Now? The Culture’s Collective Pivot

After years of “quiet luxury”—neutral tones and discreet elegance—this summer marks a sharp pivot toward “rich Italian wife” maximalism. The bold patterns of Pucci, alongside Missoni and Cavalli, are leading an exuberant style rebellion.

Consumers are leaning into “dopamine dressing”, rejecting beige boredom for an unapologetically joyful aesthetic. Pucci’s graphic swirls are like sunshine distilled into fabric—a perfect antidote to the heaviness of modern life.

The Data Speaks Volumes: Pucci Prints Are Everywhere

Celebrities & Social Media: Bringing the Prints to Life

Hailey Bieber

Hailey arguably set the tone for Pucci-Girl Summer when she was spotted on a European getaway in a custom yellow-and-white “Lemontini” bikini set, paired with a cardigan, capris, and silk headwrap. Her posts instantly went viral, sending searches for Pucci soaring.

Dua Lipa

The singer has long been a Pucci fan, recently stepping out in a psychedelic pink-and-orange printed catsuit while vacationing in Ibiza. Dua embodies the brand’s jet-set spirit, often styling Pucci prints with chunky gold jewelry and beach-to-club ease.

Kylie Jenner

Kylie brought Pucci into the spotlight during a St. Barts trip, wearing a bold printed halter dress that became an instant Instagram sensation. Her look reminded fans that Pucci can be both youthful and sultry.

Rihanna

Never one to shy away from a statement print, Rihanna has been photographed in archival Pucci scarves and body-hugging dresses, proving the label’s vintage pieces are just as relevant as the latest collections.

Zendaya

As a style icon, Zendaya has embraced Pucci’s graphic silk separates for editorial shoots and red carpets alike, showing how the swirling patterns can read both playful and high-fashion.

Bella Hadid

Bella leans into the retro appeal of Pucci, often spotted in archival minidresses and scarves that channel 1960s Riviera chic, making her one of the trend’s most authentic ambassadors.

With so many A-listers embracing Pucci, the brand’s resurgence feels less like a niche TikTok moment and more like a full-fledged cultural reset.

Vacation Style as Performance

Vogue captures how stars like Hailey are curating “Pucci Princess” looks—turbocharged with resort luxury, from Ibiza to Saint-Tropez.

InStyle spotlights the silk scarf revival, often tied as tops or headpieces—an easy yet statement-making way to play into the Pucci trend.

The Spirit of Pucci Girl Summer

This trend is about more than prints—it’s the emotion they evoke:

“Pucci feels like a promise that the sun will come out tomorrow.”
—Serena Morris, Marie Claire Creative Strategist

It offers escapism, optimism, and joy—a visual antidote during uncertain times.

Why It Matters—Especially for Luxe Resale

1. Timed for Summer
   Pucci means jet-set leisure, perfectly aligned with vacation season, making it the quintessential summer silhouette.

2. Heritage + Freshness
   The brand’s legacy combined with modern reinterpretations (like those by Artistic Director Camille Miceli) makes it both nostalgic and relevant.

3. Buzz = Resale Gold
   High demand, limited supply, and Instagram pull make vintage Pucci pieces not just fashion statements—but also investment opportunities.