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. 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,” British Vogue’s Olivia Allen has written of the aesthetic. “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 Acalpuco. Pucci, with its colorful, carefree sensibility, 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.
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