The It Girls Have Dubbed This A ‘Pucci Summer’

Let’s face it, there are few prints that scream ‘I’m on holiday’ quite like Emilio Pucci. Whether it’s a two-piece in the brand’s hypnotic swirls or a sheer scarf knotted around your head à la a ‘60s siren, Pucci has officially emerged as the print of the summer. And judging by the spike in By Rotation searches - +186.36% in the past year and a massive +200% increase in Pucci listings for 2025 compared to 2024, it’s clear that everyone wants a piece of this patterned pie.

The revival isn’t just something you’ve imagined. If your TikTok FYP or Instagram explore page is currently full of influencers twirling in psychedelic two-pieces somewhere in the Tuscany or tying Pucci scarves around their Goyard handbag straps in Soho, you’re not alone. The brand’s iconic maximalist motif is dominating both digital feeds and real-life wardrobes and it’s a very welcome palette cleanser after years of ‘quiet luxury’, ‘old money’ fatigue.

So, why now? Part of Pucci’s popularity spike comes down to our collective craving for fun. After seasons of beige, crisp poplin and neutral tailoring, there’s something deeply refreshing about embracing colour, pattern and print.

There’s also the wearability factor. Despite the loudness, Pucci’s new-gen pieces are surprisingly versatile. Renting a halterneck top and pairing it with slouchy jeans and sandals gives you instant Euro-summer energy without trying too hard. Heading to a bottomless brunch? Throw on a Pucci-print mesh dress. Even accessories are having their moment on By Rotation; Pucci scarves are being styled every which way: as hair wraps, neck ties, bag accents, and even as impromptu bandeaus.

And if you’re still on the fence about investing in such a statement piece, the beauty of the rental boom means you don’t have to commit long term. The brand’s sharp uptick on apps like By Rotation shows that people are experimenting more with their style and saving their wardrobes (and wallets) in the process.

There’s also a healthy dose of nostalgia feeding the frenzy. With Gen Z and Millennials both leaning into Y2K fashion and ‘70s influences, Pucci’s groovy motifs tick all the boxes. It's retro without being costume-y, luxe without being stuffy, and loud in the best possible way. Think of it as dopamine dressing, but with heritage and a passport.

So whether you’re hopping on a flight to Ibiza or just want to bring main character energy to your morning coffee run, now’s the time to embrace the joy of dressing loud. Don’t be surprised if that swirling print you once associated with your aunt’s beach kaftan becomes the most talked-about piece in your wardrobe this summer.

Shop: Emilio Pucci

Renee Washington, Grazia's digital fashion and beauty writer, lives online. With a penchant for wispy lashes and streetwear, she writes about the worlds of fashion and beauty from the viewpoint of the modern fashion girlie..

Main image credit: @lyamariella [@allinaai]{href='https://www.instagram.com/allinaai/' class='add-referrer-link'} @shestheitgirl