Pucci, Again

From mom’s closet to your feed: the 2025 Pucci comeback via Gen Z, The RealReal, and Guerlain × Pucci!

Aug 15, 2025

∙ Paid

Pucci summer mood: left, model twirls in a multicolor swirl kaftan in a studio; right, woman in lemon-yellow Pucci set by a rocky coast holding a glass; caption reads ‘eternal-sunshine holiday, gelato, jazz, long drives along rocky coasts. — Gelato hues, sea breeze, endless holiday energy

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

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