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Pucci's pull: cult swirls loved by Loren and Monroe wow a new generation
The Guardian
|August 02, 2025
When it comes to glamorous fans, Emilio Pucci was the envy of other fashion designers.
When it comes to glamorous fans, Emilio Pucci was the envy of other fashion designers. During the 50s and 60s, the Prince of Prints - as the designer became known - dressed Elizabeth Taylor, Jackie Kennedy and Sophia Loren. Marilyn Monroe was even buried in the brand.
And now, more than 30 years after Emilio's death, Pucci's trademark vibrant swirly prints are enjoying another fashion moment.
The return of Pucci has been bubbling up through content creators on TikTok, and the brand has the endorsement of a gen Z favourite, Hailey Bieber. But it was confirmed this week when Lyst, the fashion data experts, revealed that searches for the brand had increased 96% in the second quarter of the year. Two of the classic prints - the pink Marmo from 1968 and the Orchidee from 1966 - were particularly popular, on minidresses and handkerchief tops.
While not everyone can afford the prices of new Pucci - a Orchidee minidress is £645 - Depop has also reported a rise in secondhand items: searches are up 381% since January on the resale app.
This story is from the August 02, 2025 edition of The Guardian.
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