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Wrap The Holidays In Pucci — A Festive Scarf Revival

Luxferity, 02.12.2025

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Wrap The Holidays In Pucci: A Bold Holiday Revival For The Iconic Silk Scarf

In a season when luxury risks blending into the flood of holiday campaigns, Pucci reaffirms its heritage with a spirited reinvention of its signature silk scarf. The latest holiday campaign, titled “Wrap The Holidays In Pucci,” transforms the time-honoured accessory into a vibrant symbol of elegance, wit and sartorial joy — re-imagined through the lens of glamour and high-fashion humour. At its centre: Irina Shayk, cast not just as a model, but as a dual protagonist in a self-referential editorial play.

The campaign channels the golden age of fashion magazines: a clever, playful dialogue between model and magazine cover, between past and present — a reinterpretation of the scarf not as a static emblem, but as a living part of one’s style narrative. Under the artistic direction of Camille Miceli and visual storytelling by Columbine Goldsmith, the campaign delivers a festive flourish that feels both timeless and fresh.

Wrap The Holidays In Pucci — A Festive Scarf Revival

Why This Holiday Campaign Matters
  • Revival of an Icon: For over 75 years, the Pucci silk scarf has been one of the House’s most emblematic pieces — timeless, luxurious, and infinitely versatile. This campaign repositions it as a centrepiece, not an afterthought.
  • Playful Luxury: The choice to present the campaign as a “magazine‑within‑a‑magazine,” with Shayk in conversation with herself, evokes a chic sense of humour — a gentle wink rooted in confidence. It’s wit and polish, not ostentation.
  • Prints & Personality: Signature patterns — Marmo, Istrice, Hawaii, Labirinto — are showcased in full Pucci looks, layered and styled in unexpected ways. The scarf becomes more than an accessory; it becomes a statement of identity.
  • Seasonal Strategy: Launching during the holidays, the campaign taps into a moment when style, giving and presentation converge — transforming the scarf into not just a gift, but a gesture of taste and personality.

    Pucci’s Evolving Print Legacy

    Under Camille Miceli, Pucci has recently experienced a renaissance in print design and campaign philosophy. In its Winter 2025 campaign, the brand turned iconic motifs like Marmo and Labirinto into bold outerwear statements — from puffers to graphic dresses — underlined by mirrored, editorial set design. Read more ›

    Wrap The Holidays In Pucci — A Festive Scarf Revival

    This current holiday initiative builds directly on that momentum. Where previous campaigns emphasised outerwear and contemporary couture, “Wrap The Holidays In Pucci” returns to what made the House legendary — the scarf, the print, the carefree exuberance of colour and movement. It’s a strategic pivot from seasonal outerwear back to the roots of Pucci’s sartorial DNA.

    What This Means For The Discerning Collector

    For the globetrotting connoisseur, the fashion‑savvy socialite, the collector of true luxury — this campaign is more than an advertisement. It is an invitation. To embrace Pucci not as a trend, but as a lifestyle. The silk scarf emerges as a versatile, covetable piece — perfect for gifting, layering, travelling, or simply making a statement of taste.

    Wrap The Holidays In Pucci — A Festive Scarf Revival

    In a world saturated with fast‑fashion noise, Pucci’s holiday campaign insists on refinement, colour, and personality. It quietly — and confidently — restores the scarf to its place as an emblem of understated glamour.

    Conclusion: A Holiday Statement Wrapped In Colour And Character

    “Wrap The Holidays In Pucci” is a deft exercise in reasserting brand identity: bold yet elegant, playful yet refined, nostalgic yet contemporary. With Irina Shayk’s portrait playing across magazine‑inspired frames, Pucci turns the act of wearing a scarf into a theatrical, expressive moment — one that resonates with luxury lovers worldwide. This isn’t just a seasonal ad: it’s a celebration of what makes Pucci eternally stylish.

    Wrap The Holidays In Pucci — A Festive Scarf Revival


    Wrap The Holidays In Pucci — A Festive Scarf Revival

    Wrap The Holidays In Pucci — A Festive Scarf RevivalWrap The Holidays In Pucci — A Festive Scarf RevivalWrap The Holidays In Pucci — A Festive Scarf Revival