As temperatures rise and fantasies of beach vacations become reality, the question inevitably arises: what should you wear to the seaside or tropical destinations? Swimwear trends change every season, but in recent years one brand has steadily strengthened its position as one of the most desirable — Pucci, WWD reports.

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A symbol of summer and bold aesthetics

Pucci is known for its signature psychedelic prints and saturated colors. These patterns have become almost a visual embodiment of summer itself: sunshine, poolside lounging, an Aperol Spritz, and carefree holidays.

Vintage pieces from the brand are quickly snapped up on resale platforms, while new collections are equally in demand. Experts attribute this to a mix of nostalgia that creates a sense of escapism, and the successful strategy under creative director Camille Miceli, who took over Pucci in 2021.

She stepped away from the traditional fashion show calendar and instead stages presentations in iconic Italian locations such as Portofino and Sicily. As a result, Pucci is increasingly associated with the idea of leisure and the “European summer.”

A new generation and renewed popularity

According to Tiffany Hsu, chief buying and fashion venture officer at Mytheresa, Miceli’s leadership has elevated the brand to a new level.

“Her playful yet sensual vision has brought this timeless brand to a new audience,” she said.

At the same time, Pucci’s aesthetic roots go back to 1956, when the brand first introduced its take on the bikini — a two-piece design featuring a bandeau top and high-cut bottoms. Nearly 70 years later, the concept still feels remarkably modern.

In 2026, the designs have become even bolder: more revealing silhouettes, vivid colors such as yellow, orange, and purple, and a more daring aesthetic that still preserves the brand’s signature playfulness.

Bikinis and beyond

Today, Pucci’s most popular item remains the triangle bikini, but consumer interest is no longer limited to swimwear.

Fans are also buying other pieces from the collection, including lightweight jumpsuits and mini jersey dresses. They are easy to pack, comfortable to wear, and suitable both for daytime beachwear and evening drinks at a bar.

It is precisely this versatility, according to experts, that explains Pucci’s success this summer.