Pucci's vibrant swirly prints enjoy another fashion moment
The Guardian's journalism is independent. We will earn a commission if you buy something through an affiliate link. Learn more.
The return of Pucci has been bubbling up through content creators on TikTok, and the brand has the endorsement of Gen Z favourite Hailey Bieber. But it was confirmed this week when Lyst, the fashion data experts, revealed that searches for the brand had increased 96% in the second quarter of the year. Two of the classic prints – the pink Marmo from 1968 and the Orchidee from 1966 – were particularly popular, on minidresses and handkerchief tops.
While not everyone can afford the prices of new Pucci – a Orchidee minidress is £645 – Depop also report a rise in secondhand: searches are up 381% since January on the resale app. And there are Pucci-like prints on fast fashion sites like Shein and Asos for as little as £14.51.
Pucci's popularity is about more than irresistible bright prints. It signposts a change in mood. Katy Lubin, the vice-president of brand and communications at Lyst, says: 'It's been years of this quite serious, quite luxury, minimal, intellectual fashion, or just quite plain and neutral-y fashion. It's exciting to see something that feels colourful and fun and fresh – especially during summertime.'
The season is another factor. On social media, videos showing Pucci often feature the hashtag #puccigirl or #puccisummer – one Vogue writer reported in April: 'The Pucci woman is taking over my summer moodboard'. The trend is an offshoot of a wider aesthetic called 'Euro summer', which highlights the props that represent a starter pack of summer on the continent – from tomatoes and pasta, to white walls and blue sea. It seems Italian brands with print and colour are part of this too. Lubin says there is also renewed interest in Missoni, Versace and Roberto Cavalli, but describes Pucci as 'the hero brand'.
This status is down to Pucci's history – and its association with jet-set holidays. The label was founded by Pucci, a marchese who grew up in a palace in Florence. He launched his brand in the 1940s and opened a boutique in Capri in 1950. In the fifties and sixties, women like Taylor began wearing the designs on holiday. Now, says a Depop spokesperson, 'the brand's psychedelic prints [are] synonymous with Italian glamour and vintage style'.
Camille Miceli has been the creative director of Pucci since 2021, and she has doubled down on this heritage. Speaking not long after her appointment, she said: 'Pucci isn't a conceptual brand, it's a lifestyle brand, so its message has to be direct.' This message has been clearly signposted by the staging of the brand's shows – the most recent took place in Portofino, another upscale Italian holiday destination. It's a move that helps the brand appeal both to the wealthy women that go to such locations, and those who aspire to do so.
Sign up to Fashion Statement
Style, with substance: what's really trending this week, a roundup of the best fashion journalism and your wardrobe dilemmas solved
after newsletter promotion
Pucci's prints might not be a monogram but the fact they are so recognisable means they still work to show the wearer's wealth. Depop's spokesperson argues this points to the return of 'a more maximalist style of dressing – [it's] less brash than the logomania of the 2010s but still gives instant 'if you know, you know' cues to other fashion insiders'. Lubin, meanwhile, describes the prints as 'the equivalent to the logo to be seen in this summer'.
As a brand so associated with the summer season, what are the chances that these prints will still be seen as autumn arrives? If minidresses and handkerchief tops might make an exit, Lubin says silk scarves will remain: 'That could be one way we will see Pucci beyond the beach.'
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Daily Mail
10 minutes ago
- Daily Mail
As the Peltz family superyacht dwarfs the Beckahms vessel, a look at the best celebrity yachts (equipped with helipads and hot tubs) that give them a run for their money
Superyacht summer is in full swing, with celebrities soaking up the sun on their luxurious vessels across the world. Brooklyn Beckham has been flexing the Peltz's wealth during a St Tropez getaway with his in-laws - dwarfing his family's current getaway in the same location. The amateur chef, 26, who is embroiled in a rift with his family, spent the week on a £85million superyacht called Project X, which is chartered for £1.2million per week. The 260ft luxury vessel was rented by Nicola's billionaire parents, who holidayed with the couple and the rest of the Peltz clan. Just two days after the family jetted back to the U.S. after their European getaway, Brooklyn's parents arrived in the same dock on their £16million yacht. And they aren't the only ones who love a luxury break on a yacht, with stars like Leonardo DiCaprio, Conor McGregor and Ronaldo often pictured on them. From sleek sailing vessels to floating mega-mansions complete with helipads and onboard pools, a look at the most impressive celebrity yachts. Beckhams David, 50 and Victoria, 51, bought their 130ft boat Seven in 2022, after previously buying a smaller vessel by the same name the year before. Their boat features a spa bath on the upper deck, as well as 65ft garage, plenty of water toys and a jet ski to keep the family entertained. It has five cabins in comparison, sleeping ten people and seven crew members. Seven is named after David's iconic football shirt number as well as their daughter Harper's middle name. They previously owned a £5million boat but upgraded it less than a year later. David and Victoria are currently away with their other three children, Romeo, 22, Cruz, 20 and Harper, 14. They narrowly avoided an awkward run-in with estranged son Brooklyn and his wife Nicola in the celebrity hotspot. They arrived in the south of France for their annual summer break, where their eldest son had been spotted holidaying on his billionaire father-in-law's boat nearby. Seven is named after David's iconic football shirt number as well as their daughter Harper's middle name Cristiano Ronaldo Ronaldo, 40, bought his lavish 88-feet long Azimut Grande for £5.5million in 2020. The legendary footballer, his partner Georgina Rodriguez and their children were recently spotted on the yacht in Mallorca as they enjoyed his summer break. Georgina has previously shared a variety of snaps of their family relaxing on the vessel, as well as sexy bikini snaps. Built in Azimut-Benett's shipyards in Versilia, Italy, it boasts five luxury cabins and six stunningly decorated bathrooms. There's also a modern kitchen onboard, as well as two relaxation areas, a huge lounge, and a lavish dining room. In terms of its specifications, it's capable of reaching 28 knots, thanks to two 1,900 horsepower engines, and is made of carbon fibre, weighing a whopping 93 tonnes. It can accommodate up to eight guests in five luxury cabins, and three crew members. Conor McGregor Conor McGregor regularly showcases his lavish lifestyle and the expensive toys he plays with. In 2019, he bought a Prestige 750 yacht, which has a price tag of around £3m. The 75-foot boat was inspired by Muhammad Ali and features a quote from him that reads: 'He who is not courageous enough to take risks will accomplish nothing in life.' The boat is called 'The 188' which refers to the amount in social welfare Conor used to receive in Ireland before his fighting career took off. Two years later, he also purchased a £2.6m Lamborghini Tecnomar 63 motor yacht, one of only 63 in the world. The boat, dubbed the 'supercar of the sea' can reach a top speed of 69mph (60 knots) and boasts 4,000 horsepower. Inspired by the iconic Lamborghini car, the yacht features an angular and futuristic design. Jeff Bezos Amazon founder Jeff Bezos, 61, bought Koru in 2018 for around $500million, and it is named after the Maori word for 'new beginnings.' The boat comes complete with three decks, a pool, a helipad, three Jacuzzis, and a sun terrace - perfect for the 18 guests it can accommodate. It is the world's tallest sailboat with masts measuring 230 feet. There is also a wooden figurehead that bears a striking resemblance to his wife Lauren Sanchez, though the former journalist insists it was modeled after the Norse Goddess Freyja. Koru was built by Oceanco, with exterior design by Dutch firm Dykstra Naval Architects, and naval architecture by Dykstra Naval Architects and Lateral Naval Architects, per Architectural Digest. Jeff - who is worth $226 billion - is reportedly charged an estimated $25 million a year to staff and operate Koru. Koru's dedicated support vessel Abeona, which cost $75 million, is similarly impressive. The accompanying boat has 246 feet of storage for the tycoon's helicopter, jet skis, and luxury cars. Jason Statham and Rosie Huntington-Whiteley Jason and Rosie were seen soaking up the sun on board a superyacht this summer with their two children. The family were cruising in Italy, with the pair sharing a carousel of snaps from the luxurious trip to Instagram, including views of a teak-clad deck, al fresco dining and plenty of space for sunbathing. Jason, Rosie, and their two children have been enjoying the water toys onboard, including a jet ski and waterboard. Yachtspotters believe it is the 28-meter Sunseeker 95 Blue Infinity One, delivered in 2023. With the pair spending a lot of time onboard this yacht, fans were under the impression they own it, but it appears the couple rent it. Steven Spielberg Steven Spielberg, 78, and his wife Kate Capshaw are often seen enjoying their $250 million yacht Seven Seas. The 357-foot superyacht, which was built in the Netherlands by luxury firm Oceanco in 2022, can carry 14 guests in its seven cabins as well as 30 staff across another 15 cabins. The famous filmmaker - whose net worth is $5.3 billion - called the yacht Seven Seas after he sold his decade-old 282-foot yacht with the same name in 2021. He also chose the name in honor of his seven children, per SuperYacht Fan. Seven Seas, which was designed by Sinon Yacht Architecture & Design, boasts a large pool at the rear, a spa pool on the deck, and a crew of 30. There are some reports it also has a helicopter landing pad at the front. The megayacht is powered by twin MTU 20V 4000 M73L diesel engines that can produce 4,813 HP each and propel the vessel to 20 knots, according to Robb Report. Mark Zuckerberg In 2024, Mark Zuckerberg, 41 - who is worth $242 billion - bought himself a $300 million yacht as a 'birthday present' for himself. His 387-foot-long yacht is thought to have not only its own aircraft hangar but also a support boat, called the Wingman, costing an estimated $30 million. The main vessel, called Launchpad, was constructed at the Feadship shipyard in the Netherlands in 2022, and can accommodate 24 guests as well as 48 crew members. It features include a beach club area, beauty center, cinema and helicopter. The Meta CEO's luxury ship's sleek exterior was designed by Espen Øino International and has a steel hull and an aluminum superstructure, according to SuperYacht Times. It is reportedly the 45th largest yacht in the world, per Page Six. The interiors were reportedly designed by Zuretti Interior Design company, a France-based company specializing in unique and custom yacht design. There are multiple levels for sunbathing and indoor spaces with glass paneling allowing for floods of natural light. Sir Elton John Sir Elton John's yacht, the Wabi Sabi, was built to the singer's very own specifications. The yacht is bright white in colour, and is often spotted by yachting enthusiasts and fans. Wabi Sabi can hold up to 18 guests inside its eight luxury cabins, and it is worth $29.1 (£23.48) million. Elton John has welcomed several celebrity pals on his yacht including Bill Gates It has been billed as 'the most extraordinary yacht ever built'. A 390ft (118.8m) vessel – rumoured to be owned by billionaire Bill Gates – boasts a basketball court, beach club–style infinity pool, 15 cabins, a landing area for helicopters and even a private hospital. The ship, named 'Breakthrough', also features multiple libraries, a cinema, several hot tubs and has been hailed as the first hydrogen–powered 'net zero' superyacht. The ultra–luxury boat is about to go up for sale for the first time, at the Monaco Yacht Show in September. But its extravagance demands a hefty price tag of $645million (£476million). The elusive vessel, which took five years to design and build, will be the largest yacht attending the show. It has the capacity to host 30 guests in 15 cabins, who will be looked after by up to 43 crew members. The owner's on–board accommodation, however, extends to a 'completely private' four–story townhouse tucked away inside the yacht. Yacht dealer Edmiston, which appears to be brokering the sale of the ship, said the owner's deck was 'designed for family use' and is essentially an apartment with two bedrooms, twin bathrooms and dressing rooms, a gym, a pantry, two offices each with a fireplace and a living room. It adds that the private living quarters 'includes both a spacious staircase lined with bookshelves and displays nooks and an owner's elevator'. 'At each deck level, there are inviting private lifestyle destinations to savour such as a coffee corner and games niche on the bridge deck, a library on the main deck, and a private dining room with a sea terrace and adjacent ensuite stateroom on the lower deck,' the dealer said. 'It creates, in essence, a secluded four–level townhouse–by–the sea within the much larger yacht.' In total there are five decks above the waterline and two below, with the owner's deck 121ft (37m) above water. There are also 14 balconies that are 'unnoticeable when closed but slide out at the touch of a button, carrying with them their side railings or walls'. Michael Jordan Basketball star Michael Jordan, who is worth an estimated $3.5 billion, owns a yacht called 'M'BRACE' which is valued at a staggering $115 million. The 244-foot long ship, purchased by Michael in 2022, is said to accommodate 12 guests with eight cabins and 24 crew, with an estimated annual running cost of $10 million. The boat, which was first owned by Britain's Sir Lloyd Marshall Dorfman, was built in 2018 by Abeking & Rasmussen. It has a distinctive Atlantic Bow and has its very own pool onboard. Michael, 62, also owns a smaller yacht called Joy which cost $80 million.
The Independent
12 minutes ago
- The Independent
Jess Glynne gushes over girlfriend Alex Scott: ‘I'm in awe of her'
Singer Jess Glynne has offered a rare insight into her relationship with former Lionesses star Alex Scott. Speaking on the Scott Mills Breakfast Show, Glynne described Scott as 'special' and stated they make a 'good team'. Glynne expressed her admiration for Scott's achievements, calling them 'incredible'. The 35-year-old performer confirmed they have been dating for over two 'amazing' years, but initially kept their relationship private. Watch the video in full above.
Daily Mail
13 minutes ago
- Daily Mail
Tom Holland is seen for the first time on the set of Spider-Man: Brand New Day as Glasgow is transformed into NYC for sequel - after he addressed THOSE Bond rumours
Tom Holland was all smiles as he appeared for the first time on the set of the new Spider-Man film in Glasgow on Sunday. The Scottish city has been transformed into downtown New York for filming after becoming an alternate (and cheaper) option to the Big Apple itself. Tom, 29, smiled as he waved to fans in the superhero's famous suit as he began work on Spider-Man: Brand New Day, set to be released in 2026. He even appeared to jokingly shoot webs from his suit after first portraying the character in Marvel's Captain America: Civil War in 2016. While the final casting of the latest instalment in the Spider-Man franchise has not been confirmed, Tom is believed to be starring alongside Stranger Things star Sadie Sink, 23. Zendaya, 29, will also feature in the film after striking up a romance with Tom on the set of his first feature-length film as the hero, Spider-Man: Homecoming in 2016. Tom's appearance in Glasgow comes amid a very busy time for the actor after he was named the new face of Prada's Paradigme Fragrance — and posed with some adorable puppies to promote it. He also recently addressed speculation that he could be stepping into the shoes of James Bond. Tom's name has been bandied about along with other high-profile stars as a potential new star of the James Bond franchise. But Tom Holland didn't give any hints about the speculation when he was asked about it in a video posted Thursday. A screenwriter for the highly anticipated film was also announced on Friday. While joining chef Gordon Ramsay on his YouTube channel to make fried chicken sandwiches and promote his non-alcoholic beer brand, Tom acknowledged the 'speculation' swirling around him. 'Listen, there's speculation at the minute. We'll keep it to a minimum for now,' he said with a sheepish grin. 'We'll get there one day.' 'Every young British actor, it's the pinnacle of working in our industry,' Tom continued. 'I already consider myself to be the luckiest kid alive. I could never have dreamed to have the career that I've had.' View this post on Instagram A post shared by Prada Beauty (@pradabeauty) Tom's appearance in Glasgow comes amid a very busy time for the actor after he was named the new face of Prada's Paradigme Fragrance — and posed with some adorable puppies to promote it The next Bond film is coming into focus after the announcement on Friday that Peaky Blinders creator Steven Knight would be joining Villeneuve behind the camera to write the next James Bond film. While speaking to BBC Radio 5 Live Breakfast, Knight said: 'It has always been on my bucket list and it's fantastic to be invited to do it — I can't wait to get started.' The movie will be overseen by Amazon MGM Studios, after producer Barbara Broccoli gave up creative control of the Bond franchise. Even though the creative team is falling into place for the next Bond film, there haven't been any indications of who will replace Craig — or which actors are being considered. The producers are reportedly looking for a considerably younger actor to take over the role after Craig — who is 57 — presented a more weathered, mortality-focused version of the beloved character.
