Pucci embraces timeless luxury this festive season with Irina Shayk, revitalising its iconic silk scarves in a striking new campaign.
The fashion house’s latest holiday campaign channels the magnetism of classic magazine covers through an undeniable figure: Irina Shayk. Under the creative direction of Camille Miceli, the Italian brand proposes a narrative that blends editorial nostalgia with modern visual flair, placing Pucci’s iconic silk scarves at the heart of the gifting season. This launch marks a strategic move to reinforce the presence of the maison’s most emblematic accessory and connect with an audience seeking timeless luxury.
Miceli notes that Shayk perfectly embodies the mischief and radiance that defined the golden age of fashion magazines, a direct nod to Pucci’s visual heritage and the aesthetic that cemented the house’s place in cultural imagination. Through stills and short video clips directed by Columbine Goldsmith, the model appears as though she is taking over newsstands worldwide, shifting between micro-scenes in which she teaches viewers how to pronounce Pucci or demonstrates how to tie a scarf with ease and elegance. The result is a sophisticated ode to spontaneous communication and effortless style.
In the campaign, Shayk wears the brand’s signature prints from head to toe, featuring recognisable references such as Marmo, Istrice, Hawaii and Labirinto, reinterpreted through a contemporary lens. For Pucci, these scarves represent far more than an accessory: they are a symbol of identity, a gesture of personal style that has endured for more than seventy-five years without losing relevance. The creative team is rounded out by stylist Jacob K, hair by Ryan Mitchell, and precision make-up by Min Kim, shaping a cohesive and character-rich visual universe.
Miceli continues to strengthen the presence of supermodels in the brand’s imagery, following the path set by the Autumn 2025 campaign starring Naomi Campbell. With this new proposal, Pucci reaffirms its intention to bridge past and present, placing its silk scarves at the centre of a renewed cultural conversation and gearing up to conquer the festive season with unmistakable style.
