5 days ago
- Entertainment
- New York Times
The Allure of a Pucci Girl Summer
First came Hot Girl Summer. Then Sad Girl Autumn, Tomato Girl Summer and Short King Spring. If the law of any vibe-defining term is that it must spawn its own aesthetic genealogy, it was only a matter of time before the designation of the season became clear.
As to what that may be … well, 'It's a Pucci girl summer,' one TikTok trend-watcher summed up.
'A Pucci girl summer,' another echoed.
'The Pucci Woman Is Taking Over My Summer Moodboard,' British Vogue stated.
The brand, founded by Marchese Emilio Pucci di Barsento in 1947 and known for its swirling, sunlight-on-the-Med prints and Côte d'Azur colors, is now located not just in the stable of the luxury group LVMH but also in the resort of the mind. It has captured both the imagination of the influencer sphere, where buzz can act as a sort of mirage, and the retail moment.
'Pucci is currently our No. 1 resort brand, with sales more than doubling year-on-year,' said Heather Kaminsky, the chief executive of Net-a-Porter.
This is true among customers in the United States and Europe, she said, 'especially our frequently traveling E.I.P.s' (extremely important people). A spokesman for Mytheresa, which introduced a Pucci capsule collection in April, said 'basically everything is a best seller.'
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