Exclusive: Irina Shayk and Scarves Galore in Pucci's Holiday Campaign
The Iconic Model: Pucci's artistic director, Camille Miceli, has tapped Irina Shayk for her holiday campaign, casting her as a vintage cover girl.
The Campaign's Aesthetic: The campaign's still images and short videos, set to debut on Tuesday on Pucci's social channels, evoke the golden age of fashion magazines.
Scarves Take Center Stage: Silk Pucci scarves are the focal point of the campaign as the holiday gift-giving season intensifies.
Shayk's Charismatic Appeal: According to Miceli, Shayk embodies the cheekiness and glamour of vintage titles in an unexpected and captivating manner.
Conveying Joy with Pucci Twist: "The holiday season is an opportunity to spread joy, and we always add a Pucci twist to it," Miceli added.
Video Features: Directed by Columbine Goldsmith, the videos showcase Shayk on multiple covers, as if she's dominating newsstands, discussing Pucci pronunciation, and offering scarf-tying tutorials.
Shayk's Pucci Ensemble: Shayk, renowned Russian model, sports various Pucci prints from head to toe, including Marmo, Istrice, Hawaii, and Labirinto motifs.
Versatility and Style: "Pucci scarves have become the epitome of versatility, transforming from everyday accessories into personal style statements," Pucci stated.
A Timeless Emblem: "For over 75 years, the Pucci scarf has been a house emblem, timeless yet ever-evolving."
Creative Team: Jacob K served as the stylist, Ryan Mitchell handled the hair, and Min Kim did the makeup for the campaign.
Miceli's Supermodel Collaboration: This isn't Miceli's first supermodel collaboration; Naomi Campbell sang and danced in Pucci's fall 2025 campaign.
