Pucci 'Very Vivara' Spring 2024 Ad Campaign

Review of Pucci ‘Very Vivara’ Spring 2024 Ad Campaign by Creative Director Al Dente and Photographer Mario Sorrenti with models Vittoria Ceretti

Pucci teases the aquatic and energetic spirit of its upcoming runway show with a “Very Vivara” campaign. Shot by photographer Mario Sorrenti, the campaign offers a preview of creative director Camille Miceli’s Fall 2024 show in Rome on April 4th.

The brand’s iconic Vivara print that anchors the campaign and will no doubt play a prominent role in the upcoming collection dates back to 1965, when it was introduced by Emilio Pucci after he was inspired by a crescent-shaped island near Capri.

In Sorrenti’s campaign imagery, model Vittoria Ceretti is a living embodiment of that summery and luxurious Mediterranean splendor. As she poses gracefully by a deep blue pool wearing the swirling print, the photographer makes clever use of water’s light-bending properties, further deepening the already palpable sense of the aquatic.

It’s a smart move to use the event of the runway as an opportunity to further expand the brand’s visual presence and emphasize the character and history of the collection’s star archival feature. Like the Vivara print itself, the campaign feels both tranquil and vibrant.