Emilio Pucci’s Prints Make a Vibrant Comeback as Gen Z Drives 96% Search Surge

Pucci Revival: The Legacy Brand Reignites in 2025 Fashion Trends

Once synonymous with Old Hollywood glamour, Emilio Pucci is enjoying a major resurgence. Known for his kaleidoscopic prints and bold colors, the Italian designer’s influence is once again sweeping the fashion world — this time, thanks to Gen Z and the power of social media.

From Marilyn to Hailey: Pucci’s Star-Studded Legacy

During the 1950s and 60s, Emilio Pucci dressed fashion icons like Elizabeth Taylor, Jackie Kennedy, Sophia Loren, and Marilyn Monroe — who was famously buried in a Pucci dress. Dubbed the “Prince of Prints,” Pucci’s psychedelic designs became symbols of European luxury and jet-set chic.

Now, over three decades after his passing, the fashion house is once again making headlines — this time for winning over a new generation of tastemakers.

The TikTok Effect & Celebrity Boost

Much of Pucci’s revival can be attributed to TikTok influencers and style icons like Hailey Bieber, who have embraced the label’s signature vintage flair. Content creators have been remixing archive looks, styling handkerchief tops, minidresses, and body-hugging ensembles in vibrant Marmo and Orchidee prints — originally designed in the 1960s.

Fashion Data Doesn’t Lie: 96% Surge in Pucci Searches

According to Lyst, the global fashion search platform, online searches for Emilio Pucci increased 96% in the second quarter of the year. Leading the demand are the Marmo (1968) and Orchidee (1966) prints — especially on summer staples like minidresses and backless halter tops.

This data signals more than just nostalgia. It marks a clear return to statement fashion, aligning with the broader Y2K and maximalist trends currently dominating the digital style scene.

The Runway Returns: Pucci in Milan

While Pucci has maintained niche popularity through capsule collections, its full return to the mainstream was solidified when archival designs resurfaced on both the runway and red carpets. Flashbacks to pieces from the spring/summer 2005 collection also reminded fashion lovers of Pucci’s enduring appeal — bright, bold, and unmistakably confident.

FAQs

Who was Emilio Pucci? Emilio Pucci was an Italian fashion designer known for his vibrant, swirling prints and luxurious jet-set style, popular in the 1950s and 60s.

Why is Emilio Pucci trending again? The brand has gained traction on TikTok, with Gen Z influencers and celebrities like Hailey Bieber embracing Pucci’s bold designs, sparking a 96% rise in searches, according to Lyst.

What are the most popular Pucci prints right now? The Marmo (1968) and Orchidee (1966) prints are currently the most sought-after, often seen on minidresses, scarves, and crop tops.

Is Pucci considered vintage or modern? Both. The house celebrates its vintage legacy while adapting prints and silhouettes for the modern consumer — often blending nostalgia with new-gen trends.

Where can I buy Emilio Pucci pieces? Vintage and new Pucci items can be found on luxury fashion platforms like Farfetch, Net-a-Porter, Vestiaire Collective, and Lyst.

Conclusion Emilio Pucci’s revival is more than a fashion flashback — it’s a bold, colorful statement led by a new generation seeking individuality and joy in dressing. With its iconic prints back in the spotlight and a fresh wave of celebrity endorsements, Pucci proves that true style never goes out of fashion — it simply waits for the right moment to return.
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