Yes, that Pucci—Emilio Pucci, the Italian designer who basically invented the rich-on-vacation style back in the late ‘40s is Tiktok’s latest obsession. His signature prints—bright, punchy, and unapologetically loud—are suddenly everywhere. Again. The Tiktok girls have declared it: this is officially a Pucci-girl summer.
@tialeww Euro summer is here 💗 @Mathilde Capp ❤️ #pucc #puccisummer #eurosummer #fyp #fitcheck #dailyfits #ootd #foryou #southoffrance #sof ♬ Ma Tnsani (Yalla Habibi) (feat. AYA) – Vanco
Originally founded on the Isle of Capri in 1947, Pucci built its reputation on bold prints and easy pieces meant for the jet-set life. Think: halter dresses, silky scarves, and flowy pants in swirls of pink, aqua, and orange. It was a hit with icons like Jackie Kennedy and Marilyn Monroe and now, decades later, it’s back in the spotlight.
And we have TikTok to thank (or blame) for the revival. Creators are hunting down vintage Pucci in their mom’s closets, flipping old scarves into tops, and filming shopping hauls with the brand’s latest drop.
@007eleni Run don’t walk my gworlies
♬ Ma Tnsani (Yalla Habibi) (feat. AYA) – Vanco
The era of muted, beige outfits is losing steam. People are craving fun in their clothes again and Pucci delivers just that. These prints don’t whisper; they shout. But in a good way.
According to Pinterest data, interest in Pucci is up 225% in the U.S. The RealReal is seeing similar spikes in resale demand, with searches up 111%. Translation: people aren’t just admiring it from afar—they’re buying.
Even people who usually avoid prints are giving in. Ashtin Earle, a TikTok creator with over a million followers, put it plainly: “I’m not a big print person, but Pucci makes me feel like a funky disco girl.” That sums it up. Wearing Pucci feels like leaning into summer. It’s not practical. It’s not subtle. But it’s fun, and right now, that’s the point.
In a sea of neutral outfits, Pucci stands out. On Instagram, it’s a scroll-stopper. In real life, it’s a conversation starter. It feels like a small rebellion against all the stress, and maybe that’s why it’s hitting so hard this summer. Fashion trends come and go, but this one makes sense. We’re in peak travel season. People want to feel good. And Pucci, with all its color and movement, gives people that extra push to have fun with their style again.
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