Before It Was Pucci-Girl Summer on TikTok, It Was Happening in the Pages of Vogue
It is a truth universally acknowledged that, in this social media age, TikTok will declare a definitive fashion trend for every season. We’ve had tomato girls and coastal grandmothers, mermaid-core and mob wives, and now, for August 2025, the algorithm has issued its latest viral verdict: It’s officially a Pucci-girl summer.
What is a Pucci-girl summer, you ask? At a baseline, it’s wearing the kaleidoscopic, jet-set designs of the house founded by Marchese Emilio Pucci di Barsento in 1947, preferably while on vacation. But being a Pucci girl isn’t just about a label—it’s an entire state of mind. “She’s fun, she’s glam, she’s boom-boom opulence and hedonistic joy,” British Vogue’s Olivia Allen has written of the aesthetic. “If winter and autumn dressing are synonymous with chicness—cold-weather layers, structured tailoring, and any other adjectives that could be attached to The Row—then summer, by contrast, is all about skimpy hemlines, bare skin, and visual excitement. While the standard route might be a pair of denim shorts and a baby tee, the Pucci woman is the antidote to Brandy Melville ennui.”
In the pages of Vogue, however, it’s always been a Pucci-girl summer. In the 1960s, when the advent of commercial air travel led to the rise of resort dressing (essentially, a specialized wardrobe for your vacation), our editors—with their keen eye for trends—began dressing top models like Veruschka for jaunts to glamorous, wanderlusty locations like Sardinia, Mauritius, and Acapulco. With its colorful, carefree sensibility, Pucci fit the vibe precisely.
With just a few weeks of summer left, it felt like high time we unearthed our best Pucci shoots from the archives, especially from the 1960s (although we couldn’t help but throw in a few photos of ’90s supermodels too). Your vacation mood board just got a few more pins.
Photographed by Franco Rubartelli, Vogue, May 19661/21Veruschka in a colorful Pucci print design, copied from the package that wrapped Pucci’s Vivara fragrance.
Photographed by Horst P. Horst, Vogue, March 19642/21Three models on the roof of the Palazzo Pucci, overlooking the dome of Cattedrale di Santa Maria del Fiore (also known as Il Duomo).
Photographed by Henry Clarke, Vogue, June 1968.3/21Photographer Henry Clark captured a model wearing a hooded, head-to-toe leotard in pink silk jersey and a long, terry-cloth cape for Vogue’s June 1968 issue.
Photographed by Henry Clarke, Vogue, January 19674/21Model Simone D’Aillencourt, photographed at Hotel Cala di Volpe on the Costa Smeralda on the Italian island of Sardinia.
Photographed by Bert Stern, Vogue, May 19645/21Model Suzy Parker in a Pucci bikini, her face hidden behind a wide-brim pink straw hat.
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