With the weather warming up and fantasies of beachside vacations becoming reality, there comes the question of what one wears on said tropical escapes? Swimwear trends come and go but over the last few years, one brand has slowly emerged as among the most desirable — Pucci.
Known for its signature vibrant psychedelic prints, the designs are summer personified, enticing fans with fantasies of wearing them by the pool, Aperol spritz in hand. Vintage styles move briskly on resale sites while new designs are equally as popular. Chalk it up to equal parts nostalgia that invites escapism and the recent success of Camille Miceli, who took over as the brand’s artistic director in 2021. Eschewing the traditional runway calendar in favor of shows at classic Italian retreats like Portofino and Sicily, Pucci has emerged as a popular choice this summer.
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That comes as no surprise to Tiffany Hsu, the chief buying and group fashion venture officer at Mytheresa. “Under Miceli’s creative direction, [Pucci] has truly been elevated to a new level. Her playful yet sensual vision has brought this timeless brand to the attention of a new generation of clients,” she said. Given that the label first introduced their tale on bikini in 1956, a two-piece design that featured a strapless top and high-cut bottoms looks, it feels just as modern 70 years later. 2026’s versions lean skimpier and flashier, in bold hues like yellow, orange and purple but have that same sexy and irreverent quality.
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“Miceli has reestablished house codes in a way that feels relevant, timeless and at the same time playful and inclusive. It resonates across different ages and body types, making it feel both aspirational and accessible,” Hsu explained.
At the moment, Hsu cites the brand’s triangle bikini as being a popular item, but it’s not just limited to swimwear. As fans flock to the site, they’re also adding on playsuits — a new addition to Pucci’s range — as well as mini jersey dresses to their carts. Easy to wear and packable, they’re made for long days spent outside, be it on the beach or at the bar at night. And perhaps, that’s the biggest reason why you’ll be seeing plenty of Pucci this Euro summer: Miceli designs with a real woman in mind, knowing she wants to look good with minimal fuss but a healthy dose of flash.
“Pucci is instantly recognizable without relying on overt logos. Instead, it offers a strong sense of style, identity and understated recognition through its iconic prints, silhouettes and unmistakable aesthetic,” Hsu said.