In case you missed TikTok’s latest seasonal trend proclamation: It’s “Pucci Girl Summer.” According to popular social media posts, the jet-set “Pucci girl” is hard to miss in a crowd. She’s drenched in the brand’s signature multicoloured swirls, which hang on her every strut in light, clingy fabrics. She’s known to sport a sheer maxi skirt, a micro-mini, a fluid matching set, or a cleverly fashioned silk scarf as she steps out on the Riviera or stretches beneath the Mediterranean sunshine.
She also knows that Pucci is not just a fleeting trend, but a fashion institution since Emilio Pucci, Marquis of Barsento, founded the brand in 1947. Pucci’s pieces are classics (as design enthusiasts are eager to remind the influencers who are suddenly scavenging vintage Pucci, only to cut it up and repurpose it into trending silhouettes).
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But, there’s no denying that Pucci is having a retail revival this year: Former LVMH CEO Sidney Toledano told the New York Times that Pucci’s in-store sales have increased by 50 to 60 percent in the last year, and Net-a-Porter Chief Executive Heather Kaminsky confirmed that consumer interest in the brand has doubled, making it the luxury retailer’s top-selling resort brand in 2025. The desire to live in the bold, colourful, intoxicatingly optimistic Pucciverse is overwhelming. And while the trending pieces on your feed are probably more fashion than homeware, there are also ways incorporate Pucci statements in your living space.
Social media is rejecting the “clean girl” look and embracing Pucci for the same reasons it’s condemning beige interiors and uplifting dopamine decor: We’re tired of trying to look like we’re not trying, and want our investment pieces to spark joy. Now, all the vibrant palates, psychedelic patterns, and inviting textures that adorn the Pucci girl ideal can also be found in her house (and yours). Below, peruse some of our favourite picks to bring Pucci summer home.
Shop Pucci for the Home
Printed silk cushion, $399, PUCCI at Mytheresa
Marmo Print Terry Cushion, $600, PUCCI
Patchwork-print silk cushion, $1,352, PUCCI at Farfetch
Astrolabio-print wool blanket, $2,306 at Farfetch
Marmo wool and silk blanket, $769, PUCCI at Mytheresa
Marmo-print bean bag, $1,019, PUCCI ar Farfetch
Marmo-print playing cards (12cm x 9.5cm), $446, PUCCI at Farfetch
This article was first seen on ELLE Decor.