Pucci’s Swirl Revival: Fashion’s Joyful Comeback Story
By Claudia Da Ponte
Very few prints whisper “I’m on holiday” quite like Emilio Pucci. Whether it’s a swirling two-piece bikini or a scarf knotted à la ‘60s siren, Pucci’s kaleidoscopic palette is defining the mood this summer. Fashion insiders are once again flocking to those iconic, hypnotic swirls.
Under creative director Camille Miceli, Pucci has reemerged as one of fashion’s most joyful comeback stories. Her Spring/Summer 2025 collection, set against the sun-drenched backdrop of Portofino, felt like a visual vacation. From pastel-hued swirl denim to breezy resortwear, Miceli has injected new energy into Pucci’s nostalgic aesthetic and delivered a masterclass in modernizing heritage without losing its soul.
Once the uniform of ‘60s jet-setters, Pucci’s signature prints are making a loud, proud return. In a time dominated by quiet luxury and beige minimalism, Pucci’s maximalist magic feels like a needed palette cleanser: groovy, not gaudy; luxurious, never stuffy. And surprisingly, still wearable. The new-gen pieces fit easily into modern wardrobes, layered with denim, paired with minimal sandals, or worn poolside.
The revival even has a face: Hailey Bieber. Spotted in a custom lemon-yellow Pucci bikini and co-ord at her Rhode “Lemontini” launch in Mallorca, she singlehandedly set off a lemon summer wave. The look was trend-defining. Limoncello yellow joined fashion’s growing list of food-inspired hues, and Hailey’s take on Pucci was equal parts retro and modern. It wasn’t nostalgia; it was a rebrand of legacy.
Of course, Pucci has always had its “It girls.” Marilyn Monroe was so devoted she was reportedly buried in one of his dresses. Jackie Kennedy, Sophia Loren, Elizabeth Taylor, and Marisa Berenson were all early adopters of Pucci’s print, becoming the original influencers of carefree European glamour. The 2025 crowd is channeling that same energy, just with a few more filters.
So why Pucci, and why now? It’s a mix of nostalgia and functionality. The resurgence of Y2K and ‘70s aesthetics, the appetite for statement prints, and the fatigue with minimalist dressing all point to Pucci’s sweet spot. These pieces are bold, joyful, and totally wearable, the perfect antidote to understatement.
Add in the brand’s storied roots, from Emilio’s original ski suit designs to the handwritten “Emilio” stitched into every piece, and it’s easy to see why Pucci still feels so vital. Whether you’re bound for the Amalfi Coast or simply daydreaming about it, Pucci is the print to pack this summer.
It’s loud. It’s luxe. It’s unapologetically fun. And in 2025, it’s swirling louder than ever.
