A new era of maximalism emerges as the iconic Italian brand’s colorful designs capture the hearts of fashion enthusiasts

In a refreshing departure from the minimalist fashion trends of recent years, the vibrant swirly prints of Italian luxury brand Pucci are experiencing a resurgence in popularity. The brand’s iconic designs, synonymous with jet-set glamour and vintage style, are once again making a statement on the fashion scene.

According to Lyst, a fashion data expert, searches for Pucci have increased by 96% in the second quarter of the year, with the pink Marmo print from 1968 and the Orchidee print from 1966 proving particularly popular on minidresses and handkerchief tops. While the prices of new Pucci designs may be out of reach for many, the brand’s popularity extends to second-hand sales, with Depop reporting a 381% rise in searches since January.

The renewed interest in Pucci is not limited to its iconic prints, but also reflects a broader shift in fashion trends. According to Katy Lubin, vice-president of brand and communications at Lyst, the brand’s colorful and fun designs are a welcome change from the “serious, luxury, minimal” fashion of recent years. “It’s exciting to see something that feels colourful and fresh – especially during summertime,” she says.

The “Euro summer” aesthetic, which highlights the props and styles associated with a classic Italian summer, has also contributed to the resurgence of Pucci’s iconic designs. The brand’s history and association with jet-set holidays have made it a staple of Italian glamour, and its recent shows staged in upscale locations such as Portofino have helped to appeal to both the wealthy and those who aspire to join their ranks.

The prints themselves are a key part of Pucci’s appeal, with Depop’s spokesperson describing them as synonymous with Italian glamour and vintage style. Camille Miceli, the brand’s creative director since 2021, has doubled down on this heritage, emphasizing the brand’s status as a lifestyle brand rather than a conceptual one.

“The Pucci woman is taking over my summer moodboard,” wrote a Vogue writer in April, highlighting the brand’s influence on social media. The hashtag #puccigirl and #puccisummer have become popular on platforms like TikTok, with content creators showcasing the brand’s iconic designs in their summer outfits.

While the future of Pucci’s iconic prints is uncertain, with some predicting that they may fade as autumn arrives, Lubin suggests that silk scarves could be one way to see the brand beyond the beach. “That could be one way we will see Pucci beyond the beach,” she says.

The resurgence of Pucci’s iconic prints also reflects a broader trend towards maximalism in fashion. According to Lubin, the brand’s designs are “the equivalent to the logo to be seen in this summer,” highlighting the brand’s status as a status symbol.

As the fashion world continues to evolve, one thing is clear: Pucci’s vibrant prints are here to stay, and their impact on the fashion scene will be felt for seasons to come. Whether it’s the iconic prints on minidresses or the brand’s influence on social media, Pucci’s resurgence is a testament to the power of timeless design and the enduring appeal of Italian glamour.