Vintage Pucci Print Revival: How to Wear 2025’s Must-Have Trend

Summer style has always doubled as a passport stamp—a quick trip out of the everyday news cycle—and let’s be honest, we can all use a little break. People are looking for joy wherever they can. And, as it turns out, a lot of women are finding it in iconic Emilio Pucci prints—the Slim Aarons-coded, colorful retro swirls, stripes, and squares that feel like a quick-hitting antidepressant in fabric form.

Pucci patterns are cheerful and evocative, featuring Wonka-approved colors and psychedelic shapes that reflect the fashion house’s ‘60s heyday. Simply put: “When a woman wears Pucci, it sparks joy,” says Serena Morris, a self-appointed “Pucci hoochie”, creative strategist, and founder of media agency She’s Underrated. It changes more than her outfit—it changes her posture. “There’s this sense of, Oh, she knows how to live.”

Rosie Huntington-Whiteley in a blue, pink, white Pucci halter top and white satin pants — Supermodel Rosie Huntington-Whiteley in one of Pucci’s most popular pastel blue and bubblegum pink swirling stripes.

After all, Pucci’s innate spirit of being rich and relaxed is what today’s fashion tastemakers are vying for. As one TikTok fashion oracle declared, “It’s a Pucci-girl summer for poolside princesses.”

On social feeds, creators are unearthing their mothers’ ’60s Pucci shifts, and getting in the DIY spirit, sending thrifted Pucci blankets to tailors for gown makeovers. Others film their four-figure shopping sprees, featuring the wave-printed Marmo jeans from Spring 2025 alongside the label’s signature geometric Pucci swimwear, which are vanishing from luxury sites almost as soon as they drop.

Cropped Printed Silk-Twill Halterneck Top

Pucci

Cropped Printed Silk-Twill Halterneck Top

Marmo Printed High-Rise Wide-Leg Jeans

Pucci

Marmo Printed High-Rise Wide-Leg Jeans

Iride Printed Swimsuit

Pucci

Iride Printed Swimsuit

The revival of the Pucci trend is, of course, no stranger to the clock app. According to Google Trends, searches for “Pucci” are at an all-time high, and fashion data analyst Molly Rooyakkers of Style Analytics shares that “interest for Pucci on Pinterest in the USA has increased 225 percent over the past year, with a similar pattern and 70 percent increase in the United Kingdom and Canada.”

The same applies to the secondhand market; Head of Fashion at The RealReal, Noelle Sciacca, reports that searches for Pucci on the luxury resale platform have surged by 111 percent compared to last year, with Pucci dresses, sarongs, and silk scarves flying off the digital shelves.

Selvaggia Borromeo enjoys a yachting holiday on the Costa Smeralda in Sardinia, 1967.

Italian socialite Selvaggia Borromeo in a vibrant two-piece Pucci bathing suit, lensed by the iconic photographer Slim Aarons.

(Image credit: Getty Images)

The seasonality of 2025’s “Pucci-girl summer” makes sense, given that the brand was “founded with the intention of dressing women for a jet-setting lifestyle, and we’re entering the summer travel season,” Sciacca explains.

For context: Two years after launching in 1947, the Italian designer and aristocrat Don Emilio Pucci, the Marchese di Barsento, opened the first Pucci boutique on the Isle of Capri, forever linking his namesake label to Italy’s seaside vacation destinations. Then came celebrity fans like Marilyn Monroe, Jackie Kennedy, and Sophia Loren, further establishing the Pucci archetype of a glamorous woman on the go.

Plus, a Pucci bathing suit in baby blue, seafoam, and bougainvillea purple curly-cue stripes happens to be a great color pop against gray pebble beaches and aquamarine waters.

Marmo Printed Silk Crepe De Chine Maxi Dress

Pucci

Marmo Printed Silk Crepe De Chine Maxi Dress

Iride Printed Cotton-Voile Pareo

Pucci

Iride Printed Cotton-Voile Pareo

Oversized Printed Cotton-Muslin Shirt

Pucci

Oversized Printed Cotton-Muslin Shirt

The playful summer 2025 trend also naturally aligns with fashion’s current preference for bolder designs. “From a trend cycle perspective, the era of quiet luxury has come to a close, giving way to a bold resurgence of maximalism,” says The RealReal fashion lead. “Capsule wardrobes and uniform dressing are being set aside as expressive, experimental personal style emerges as the most welcomed approach to fashion. A vintage Pucci mini skirt or a striking maxi dress properly captures the spirit of the moment.”

Even those who’d typically put themselves in the understated stealth-wealth-style bucket are enchanted by the 2025 Pucci phenomenon. “I’m normally not a big print person, but they’re something that Pucci does so well that anyone can wear,” says social media star Ashtin Earle—as in one-point-two million followers on TikTok; 590k on Instagram—writes over email. “They’re unique and whimsical and make me feel like a funky disco girl.” Earle has even started knotting the brand’s vintage headscarves around her face in the vein of an Old Hollywood starlet escaping the public eye on a holiday in Portofino.

It also helps that Pucci prints are fun, candy-colored feasts for the eyes, making them well-suited for social media algorithms that prioritize engagement and views. “In a sea of beige and black, a woman in a Pucci dress showing up on your feed is like a palate cleanser—a visual exhale,” Morris describes. “It’s a reminder that style can still be energetic and spirited.”

Beyonce wearing a black, green, cream, and white Pucci headscarf and pants with a black tank top and blazer

Beyoncé was an early fan of the Pucci trend revival and wore a “rich mom” outfit to ring in her 43rd birthday last September.

(Image credit: Backgrid)

Plus, that Pucci-administered dopamine boost on your feed is even more welcome when a few scrolls down reveal posts reminding you of reality. “With so much heaviness in the world, there’s something powerful and a little political about choosing joy,” as Morris puts it. “Pucci feels like a promise that the sun will come out tomorrow. It’s a celebration of individuality and vitality, like saying to the world, Hey, life is bright, bold, sometimes chaotic—and so am I!“

A Pucci-postage-stamp bikini won’t broker peace or cancel your 3 a.m. doom-scroll. But what swapping a minimal mocha mousse sundress for a kaleidoscope Pucci piece or hitching a ride on an Instagram reel where someone’s Pucci palazzos flare like technicolor sails over Capri can offer a temporary pocket of positivity. And any respite, no matter how brief, is still worth taking. Sure, the serotonin bump is fleeting, but the need for an escape has always forged fashion’s sharpest edge.