by When it comes to glamorous fans, Emilio Pucci was the envy of other fashion designers. In the 1950s and 60s, the “Prince of Prints” – as the designer became known – disguised Elizabeth Taylor, Jackie Kennedy and Sophia Loren. Marilyn Monroe was even buried in the brand. And now, more than 30 years after his death, Pucci’s trademark, lively, swinging prints enjoy another fashion moment.
The return of Pucci has developed on Tiktok by Content Creators, and the brand has the confirmation of Gen Z Favorite Hailey Bieber. However, this week was confirmed when Lyst, the fashion data experts, found that the search for the brand rose by 96% in the second quarter of the year. Two of the classic prints – the Pink Marmo from 1968 and the orchid from 1966 – were particularly popular, on mini -eats and handkerchief.
While not everyone can afford the prices for new PUCCI -an orchid mini department costs £ 645 -depopen also report an increase in second -hand: the search has increased by 381% since January. And there are Pucci-like prints on fast fashion sites such as Shein and ASOS for only 14.51 £.
Pucci’s popularity is about more than irresistible bright prints. It has a change in mood. Katy Lubin, the vice president of brand and communication at Lysty, says: “It is years with this rather serious, rather luxurious, minimal, intellectual fashion or just pretty simple and neutral.
The season is another factor. On social media, videos that show Pucci show the hashtag #puccigirl or #puccis number -A Vogue writer reported in April: “The Pucci woman takes over my summer -Moodboard”. The trend is an offshoot of a wider aesthetics called “Euro Summer”, which highlights the props that represent a starter pack on the continent – from tomatoes and pasta over white walls and blue sea. It seems that Italian brands with pressure and color are also part of it. According to Lubin, there is also another interest in Missoni, Versace and Roberto Cavalli, but describes Pucci as “the hero brand”.
This status lies on the history of Pucci and its connection to jet set day. The label was founded by Pucci, a Marchese who grew up in a palace in Florence. In the 1940s he started his brand and opened a boutique in Capri in 1950. In the 50s and 60s, Taylor and others started designs on vacation. Now, says a Depop spokesman, “the brand’s psychedelic prints [are] Synonym with Italian glamor and vintage style ”.
Camille Miceli has been the creative director of Pucci since 2021 and has doubled in this legacy. Shortly after her appointment, she said: “Pucci is not a conceptual brand, it is a lifestyle brand, so his message must be direct.” This message was clearly signposted by the staging of the brand’s programs – the youngest took place in Portofino, another upscale Italian holiday destination. It is a step that helps the brand to the wealthy women who go to such places as well as to those who strive for this.
Related: Printing charming: a visual story of Pucci – in pictures
Puccis prints may not be a monogram, but the fact that they are so recognizable that they are still working to show the wealth of the wearer. The spokesman for Depop argues that this indicates the return of a “maximalist clothing style” – [it’s] Less brazen than the logo -omania of the 2010s, but still immediately “If you know, you know that other fashion insiders”.
How high are these prints as a brand that is connected to the summer season so that these prints are still seen when the autumn arrives? If mini -nesses and handkerchief could make an outcome, silk scarves will remain: “This could be a way to see Pucci beyond the beach.”
