Pucci, Again
From mom’s closet to your feed: the 2025 Pucci comeback via Gen Z, The RealReal, and Guerlain × Pucci!
Pucci is having a high-saturation summer—jet-set swirls, poolside optimism, and it’s exactly the mood we flagged back in 2018: Slim Aarons resort style; eternal-sunshine holiday, gelato, jazz, long drives along rocky coasts. Gen Z is now pushing it from niche to everywhere: creator Yağmur Tok (@selloutartist) is calling the vibe in real time ( under $200), Amelia Liana is reworking her mom’s Pucci, and the feeds love the color hit. Even mainstream outlets are clocking the surge and tying it to a broader swing back to maximalism and summer escapism. Can you say…..La Dolce Vita forever!?
Receipts, not just vibes: the Lyst Index reports Pucci searches up 96% quarter-on-quarter (archival Marmo and Orchidee leading), and The RealReal’s Noelle Sciacca reports Pucci searches up +111% YoY—dresses, sarongs, and silk scarves are moving fast. Beauty’s in on it too: in 2024, Guerlain × Pucci wrapped Rouge G, Terracotta, and Météorites in Marmo—proof the print jumps cleanly from wardrobe to vanity.
If you’re looking to add to your collection, try these RealReal & Poshmark picks: printed shawl, straw sun hat, mini satchel, wide-leg pants, maxi dress, Guerlain × Pucci “Marmo Swirl” Météorites.
Why It Matters
This is the resale-to-retail flywheel in action: nostalgia + seasonality + social loops = purchase intent. Pucci’s jet-set DNA fits summer travel content; Gen-Z creators make “mom’s closet” feel brand-new; and the data shows people aren’t just liking—they’re buying.
This fever echoes Missoni × Target (2011)— with the potential of a full-on mania: the launch crashed Target’s site, lines formed before doors opened, racks emptied in hours, and pieces hit resale at a premium. At the time, we were working with an established heritage beauty brand sold in Europe and exploring a Missoni print-licensing partnership; we mocked up zigzag-striped lipsticks, compacts, and tubes as a little-luxury hit. The deal sadly didn’t move forward—È la vita!
Today’s Pucci moment is primed for the same—small, joyful buys (scarves, hats, cosmetic cases, limited-edition beauty) that let shoppers tap the fantasy fast. Consider what other iconic heritage patterns could be ripe for collaboration and application!
