Pucci’s new Spring Summer 2026 campaign, directed by Camille Miceli, transports the House’s Mediterranean DNA into a landscape of dunes and early morning light.
Pucci opens the season with “L’Alba”, the first chapter of its Spring Summer 2026 campaign, a visual proposal that transforms Mediterranean imagery into an unexpected setting: a remote desert defined by endless dunes, open skies and the intensity of dawn. Under the artistic direction of Camille Miceli, the House explores a narrative shaped by movement, instinct and freedom.
The story follows a road trip interrupted when a vintage car breaks down in the middle of the arid landscape. This moment of pause shifts the focus from destination to presence. Sand, heat and horizon become central elements, reinforcing the connection between body and environment.
Photographer Carlijn Jacobs captures models Mathilda Gvarliani and Marta Wieczorek moving across the dunes in silhouettes drawn from the collection. The result is a composition in which each garment enters into direct dialogue with the atmosphere. Cut-out swimwear, fluid dresses and lightweight skirts respond to wind and motion, while structured pieces introduce contrast and definition.
The House’s iconic Vivara, Orchidee and Labirinti prints preserve its distinctive graphic language, adapting it to a minimalist setting that heightens their visual intensity. Sculptural jewellery and elevated sandals complete the proposal, accentuating the verticality of the figures against the open landscape.
“L’Alba” marks the beginning of a creative trilogy positioning Pucci within a new aesthetic chapter, where luxury is expressed through exploration and self-assertion.
