Pucci Holiday 2025: Irina Shayk Takes Center Stage in a Scarf-Driven Fantasy
Camille Miceli taps Irina Shayk as the face of Pucci’s holiday campaign, casting the model as a modern muse with the charisma of a vintage cover star. The series of stills and short films—unveiled across the Italian house’s social channels—reimagines the golden age of fashion magazines through Pucci’s unmistakable lens.
At the heart of the narrative: Pucci’s silk scarves, elevated from classic accessory to star performer just in time for gifting season. Miceli describes Shayk as capturing the “mischief and glamour” of retro editorials, channeling a playful sophistication that aligns seamlessly with the house’s legacy.
Directed by Columbine Goldsmith, the micro-videos show Shayk taking over imaginary newsstands, slipping between scenes where she teaches viewers how to pronounce “Pucci” or demonstrates effortless scarf-tying. The tone is polished yet spontaneous—an homage to the brand’s heritage of joyful ease.
Shayk appears in full Pucci regalia, wearing updated iterations of signature prints such as Marmo, Istrice, Hawaii and Labirinto. The campaign frames the scarf not as an accessory but as a statement of identity—an emblem the house has refined for more than 75 years. Stylist Jacob K, hair artist Ryan Mitchell, and makeup artist Min Kim shape a visual world that feels cohesive, bright, and distinctly Pucci.
Miceli’s supermodel streak continues strong: Naomi Campbell headlined the Fall 2025 campaign. Shayk now steps into the spotlight with equal magnetism, wrapping Pucci’s storied past in a burst of contemporary energy.
