Pucci Girl Summer and LVMH Swimwear

"Skincare, glow, minimalism." Hailey Bieber, practically the embodiment of these three words, showed up at an event for her beauty brand Rhode wearing a dazzling Pucci swirl dress.

It was the most intuitive scene of the global beachwear mood shifting in summer 2025.

Her choice went beyond simply getting dressed; it was a powerful declaration of taste. It showed that minimal and maximal can coexist, and above all, it revealed a growing "fatigue with quiet luxury."

Soon after, the feeds of It-girls like Dua Lipa and Addison Rae were covered in Pucci, and TikTok filled up with kaleidoscopic patterns. On UK fashion rental platform By Rotation, searches for Pucci surged +186.36% right after Hailey Bieber wore it, and Lyst finally gave the phenomenon a name.

Pucci Girl Summer

This isn't simply the revival of a trend. It's the carefully engineered rebuilding story of the smallest, yet most dramatically and rapidly growing, brand within the LVMH group.

Camille Miceli's Contrarian Move

From 2017 to 2021, Pucci drifted without a leader. It had the nostalgia of "retro cool," but it wasn't something people wanted to wear right now.

The turnaround began in 2021, when LVMH acquired the brand and appointed Camille Miceli as its new creative director. Her strategy wasn't a change of direction (repositioning). Instead, she pushed it to be "More Pucci."

Amplifying Maximalism
Rather than toning down the excess, flash, and swirl patterns into something modern, she let them explode outright.

Gen Z-Friendly Ambassadors
Casting the hottest models, like Amelia Gray and Alex Consani, she rolled out a stream of playful, commercial internet campaigns.

In June 2026, BoF (The Business of Fashion) named Pucci "LVMH's smallest but fastest-growing brand," describing Miceli's strategy as "a celebration of Gen Z-friendly, commercial DNA."

The Depth of Pucci Girl Energy

The true "depth" of a fashion trend is proven when it spreads beyond clothing into lifestyle.

After taking over summer beaches, Pucci's kaleidoscopic swirls have gone on to change interior mood boards as well. House Beautiful magazine observed that "summer's dynamic bold patterns are spreading into jewel-toned fall interiors, geometric rugs, and psychedelic wallpaper in powder rooms."

In fact, this isn't a new phenomenon. During the golden age of the 1950s and '60s, founder Emilio Pucci, beloved by Marilyn Monroe and Jackie Kennedy, was a pioneer who became one of the first designers to expand into lifestyle spaces (home goods). Past glory has been perfectly recreated in the grammar of 2026.

The Glamorous Return of Eurocore

The return of maximalism sparked by Pucci is driving the entire "Eurocore" trend (the Italian and French resort look).

Missoni
Italian zigzag knitwear that moves in step with Pucci.

La Perla & Eres
The return of luxury beachwear representing Italy and France.

This summer's swimwear trend has split in two. On workout days, it's 437's function-focused "Pilates Princess" swimsuits; on days you want to show yourself off in style, it's Pucci. As Marie Claire observed, an "expressive, experimental maximalist summer" is taking the place left behind by capsule wardrobes and monotonous uniform dressing.

💡EDITORIAL SMALL TALK

The King of Beachwear Started with "Skiwear"

Pucci is synonymous with vibrant swimwear and beach resort looks. But what brought founder Emilio Pucci into fashion in 1947 wasn't the beach; it was the "snowfield." An Italian aristocrat and skier, he designed sleek ski outfits in Zermatt, Switzerland, and when they appeared in a fashion magazine, the brand was born. The fact that 2026's massive workleisure trend, "performance becomes fashion," already existed at Pucci's starting point in 1947 shows just how exquisitely fashion history repeats itself.