Pucci’s Holiday 2025 campaign, fronted by Irina Shayk, transforms the house’s iconic printed silk scarf from accessory to protagonist, framing it within a world that winks at mid-century glamour while remaining unmistakably contemporary. Under Camille Miceli’s vibrant direction, the campaign becomes a dialogue between heritage and modernity, nostalgia and irreverence.

Directed by Columbine Goldsmith, the films borrow the saturated palettes and graphic compositions of vintage fashion magazines, only to gently subvert them. Shayk appears in dual roles, poised cover star and her more expressive, fourth-wall-breaking counterpart, capturing Pucci’s blend of elegance and play. This doubling underscores the campaign’s core idea: the archive can be celebrated while being joyfully unsettled.

Prints take center stage. Marmo, Istrice, Hawaii, and Labirinto swirl across silk looks that move with cinematic fluidity, asserting pattern as narrative rather than ornament. Styling pairs Pucci’s maximalism with modern restraint, allowing the kaleidoscopic surfaces to shine without overwhelming the frame.

Energetic, self-aware, and drenched in color, the Holiday 2025 presentation positions Pucci as a house fully in tune with its history yet unafraid to tease it, offering a festive vision that is glamorous, clever, and unmistakably alive.