As the holidays near, Pucci delivers a bold spin on its signature printed silk scarf: fabulously wrapped with a touch of wit. Embodied by Irina Shayk, the campaign presents the supermodel in conversation with herself, playfully superimposed from the cover of a magazine.
For more than 75 years, the Pucci scarf has remained a house emblem – timeless yet never static.
Under the artistic direction of Camille Miceli and directed by Columbine Goldsmith, the series of short videos echo back to the bold and chic attitude of fashion publications from the past while creating imaginative scenes that are fresh and fun. Signature house prints including Marmo, Istrice, Hawaii and Labirinto are showcased as part of total Pucci looks.
Giving main character energy, Shayk and her cover image interact, finding creative ways to wear, layer, desire and share the silk scarves. It becomes the epitome of versality, transcending an everyday accessory as a personal style statement bursting with colour.
“The holiday season provides an occasion to convey joy, which we will always do with a Pucci twist,” says Miceli. “We thought to celebrate the golden age of magazines, only in a more unexpected way, and Irina completely captures both the cheekiness and the glamour.“