Pucci 'La Grotta Azzurra' Summer 2022 Ad Campaign


'La Grotta Azzurra' Summer 2022 Ad Campaign

Review of Pucci ‘La Grotta Azzurra’ Summer 2022 Ad Campaign by Photographer Lachlan Bailey with model Vittoria Ceretti

Pucci celebrates a legacy of laidback Mediterranean elegance with a new Summer 2022 campaign by photographer Lachlan Bailey.

The campaign highlights the first collection from new Pucci artistic director Camille Miceli, a veteran designer whose appointment – following years of leadership change-ups for the 75-year-old Florentine house, with varying degrees of success – seeks to refresh the brand’s old-school, jet-set image for a more modern and inclusive audience, while maintaining the design legacy that made Emilio Pucci an icon. So far, she’s off to a great start.

Captured by Bailey during the launch of the collection in Capri – a place deeply rooted in the history of the House and the main source of inspiration for “La Grotta Azzurra” – the images capture the colorful pieces from the collection’s first drop across various locations on the island, each with a summery feel and conveying a sense of the Italian Dolce Vita.

Model Vittoria Ceretti exudes simultaneous chill and elegance as she lounges in the collection’s kaleidoscopic patterns against the nostalgic Mediterranean resort-town backdrop.

The simple yet upliftingly summery campaign nails the brand’s refreshed direction, balancing iconic style and storytelling with a more modern sense of indulgent escapism. Good things are ahead.

Pucci Creative Director | Camille Miceli
Creative Director | Al Dente
Photographer | Lachlan Bailey
Model | Vittoria Ceretti
Stylist | Emmanuelle Alt
Hair | Damien Boissinot
Makeup | Christelle Cocquet
Casting Director | Piergiorgio Del Moro