As the Mediterranean sun beckons and beach bags are packed, a familiar name is resurfacing on the shores of Euro summer: Pucci. The Florentine house, synonymous with the psychedelic swirls that defined 1960s jet-set glamour, is experiencing a renaissance that feels less like a trend and more like a homecoming. But to understand its current appeal, one must look back to 1956, when Emilio Pucci first introduced the tale-on bikini - a strapless, high-cut two-piece that scandalized and seduced in equal measure. That same irreverent spirit now drives the label under artistic director Camille Miceli, who took the helm in 2021 and promptly abandoned the traditional runway calendar for sun-drenched presentations in Portofino and Sicily. Her vision - playful, sensual, and decidedly modern - has breathed new life into a brand that, for decades, has been the unofficial uniform of la dolce vita. Tiffany Hsu, chief buying officer at Mytheresa, notes that Miceli has reestablished the house codes in a way that feels both timeless and inclusive. The result? Triangle bikinis in electric yellow, orange, and purple are flying off digital shelves, alongside new playsuits and mini jersey dresses designed for the woman who wants to look effortlessly flashy without the fuss. In an era where logos often shout, Pucci whispers - through its unmistakable prints and a silhouette that has remained seductive for nearly seventy years.
Originally reported by WWD