Vitamin Sea
Review of Pucci Summer 2026 Ad Campaign by Photographer Tim El Kaïm with model Lulu Tenney
For Summer 2026, Pucci returns to its original geography. Under artistic director Camille Miceli, the maison draws on Emilio Pucci’s 1950s Mediterranean archive and sets it against sunlit raw stone, open blue water, and warm coastal sky, photographed by Tim El Kaïm with model Lulu Tenney. Styled by Emmanuelle Alt, the campaign has the unhurried ease of a seaside terrace in the late afternoon: exclusive, effortless, and unambiguously Italian. What Miceli proposes here is not exactly nostalgia, but something closer to recalibration: an insistence that Pucci’s original glamour does not require reinvention so much as clarity of conviction.
The visual language is atmospheric rather than narrative. El Kaïm’s images do not tell a story so much as inhabit a world, one where the Mediterranean setting reads less as backdrop than as affirmation. The prints hold their own with complete authority, undistracted by competing visual noise, which is the point: at Pucci, the print is the protagonist. The Vivara, Orchidee, and Labirinto patterns, reworked this season in what Miceli has described as a volcanic palette drawn from Mount Etna, read with an immediacy that rewards the small screen without sacrificing the physical richness of the original archive.
Tenney carries the campaign with a looseness that feels instinctive rather than casual. The big hair, the composed physicality, the ease with which she inhabits the clothes all speak to a woman who knows exactly where she is and what she is wearing, without needing to announce either. Alt’s styling is the quiet engine of this effect. Her involvement this season marks a meaningful shift in register, bringing a dose of French cool-girl rigor to temper what can occasionally tip into unfiltered Italianità. The result is Pucci that reads as desirable across a broader spectrum, a house confident enough in its identity to let it sit. That confidence extends to the product strategy: Miceli has spoken about keeping entry points accessible, with the T-shirt and bikini bottom positioned as genuine entry points rather than afterthoughts. When Miceli says “full vitamin C, Berocca total” to describe the house’s position against the ambient discretion that has dominated the market, the campaign images make the case more plainly than any statement could.
L’Alba, as a title, carries the lightness of the moment it names: dawn, the hour before the day has committed itself to anything. That ambiguity suits a campaign that is not trying to announce a transformation so much as consolidate a point of view. Bringing in Alt signals exactly that kind of considered extension, a move toward greater range and maturity without loosening the house’s grip on what makes it recognizable. The dawn holds.
Pucci Creative Director | Camille Miceli
Photographer | Tim El Kaïm
Model | Lulu Tenney
Stylist | Emmanuelle Alt
Hair | Damien Boissinot
Makeup | Diane Kendal
Casting Director | Piergiorgio Del Moro
Production | Al Dente Paris