“L’ALBA” CAMPAIGN

Pucci and Artistic Director Camille Miceli present the first chapter of the Spring Summer 2026 campaign, introducing L’Alba. Expanding the Mediterranean narrative, the scene is set in the desert, a remote landscape of dunes and open sky, revealed at dawn.

Here, we find Pucci women on a road trip, fueled by the freedom of their adventure. When their vintage car breaks down, they are on their own; yet they embrace the heat and the sand beneath their feet. The endless horizon is more seductive than any party and they bask in the solitude.

Photographed by Carlijn Jacobs, models Mathilda Gvarliani and Marta Wieczorek explore this raw terrain in looks that bring fresh focus to signature Pucci prints. From sharply graphic to sun-faded, Vivara, Orchidee, Occhi, Labirinto are animated on cut-out swimwear, tulle ensembles with ribbons that criss-cross and kiss the body, fluid skirts and floaty dresses – each print an expression of naturalistic forms. Sculptural jewelry and high sandals that extend up the legs further play into a kind of grounded glamour.

Conceived as a three-part series, the campaign’s desert theme is not about desolation but determination. As the story continues to unfold with more elements from L’Alba Spring Summer ’26 collection, these Pucci women harness a confident outlook to reach their destination, following their instincts and finding themselves along the way.

Artistic Director: CAMILLE MICELI @CamilleMiceli

Models: MATHILDA GVARLIANI @mathilda.gvarliani & MARTA WIECZOREK @m_wieczorek_

Photographer: CARLIJN JACOBS @carlijnjacobs

Stylist: EMMANUELLE ALT @emmanuellealt

Hair: DAMIEN BOISSINOT @damienboissinothair

Makeup: CHRISTELLE COCQUET @christellecocquet

Casting Director: @Piergiorgio @dmcasting

Creative Direction & Production: @AlDenteParis

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