Review of Pucci Holiday 2025 Ad Campaign with models Irina Shayk
Leave it to Pucci to turn the humble holiday campaign into a clever dialogue between nostalgia and nowness. Under Camille Miceli’s spirited artistic direction, the house’s latest campaign reimagines the printed silk scarf — its most iconic motif — not just as an accessory, but as a cinematic co-star in a playfully self-aware visual world. What unfolds is part editorial homage, part surrealist sketch, and all unmistakably Pucci.
Fronted by Irina Shayk, the campaign leans into the visual language of mid-century fashion magazines — think saturated color, graphic play, and cheeky glamour — but with a very contemporary wink. Shayk appears in conversation with herself, emerging from the cover of a vintage-styled magazine and breaking the fourth wall with stylish nonchalance. Directed by Columbine Goldsmith, the short films embrace that ever-elusive quality in holiday fashion storytelling: fun. Not frivolous, not saccharine — fun, with a gloss of irreverence and a sharp cut of confidence.
Of course, the prints do the talking too. Pucci’s kaleidoscopic signatures — Marmo, Istrice, Hawaii, Labirinto — are seen not as retro artifacts but as living, moving patterns, applied in total looks that feel effortless yet styled with intent. It’s a welcome evolution of the house code: letting print take the lead, while balancing maximalism with a streamlined, modern sensibility.
And while the concept nods to the golden age of publishing, it resists the temptation to play it safe. This is Pucci embracing its past while gently mocking it — turning the page and talking back to its own mythos. Irina’s double presence captures this duality with wit: the poised cover girl versus her more impish, animated counterpart, coexisting in a frame that feels both composed and unbuttoned.
This season, Pucci doesn’t just wrap gifts — it wraps ideas. In silk, of course. And with just enough sparkle and satire to make it feel like the party’s already started.
Pucci Creative Director | Camille Miceli
Models | Irina Shayk