Synonymous with glamorous resort locations, Pucci has chosen Portofino as the destination for its next runway show, scheduled for April 4.
The precise location and other details are still under wraps.
But one of the stars of the fashion spectacle will be Marmo, an emblematic, marble-like print that Camille Miceli revived in 2021 when she arrived as artistic director of the Florentine house.
“Pucci embraces its glamorous yet laid-back seaside spirit, with the brand’s heritage basking in the springtime sun,” the brand said in a statement shared exclusively with WWD, lauding Portofino as an on-brand destination — “bright, breezy and exuding Mediterranean dolce vita.”
A fishing village on the Italian Riviera, Portofino is prized for its pastel-colored buildings, seafood restaurants and its iconic Piazzetta overlooking the harbor. The town has been a magnet for European aristocracy and the international jet-set since the 1950s.
Italy is proving to be the most popular country for destination shows in early 2025.
Chanel is set to kick off the cruise 2026 season with a show on Lake Como on April 29, as reported, with Gucci hitting Florence on May 15 and Dior traveling to Rome for its May 27 display. Max Mara is planning a two-day resort 2026 experience, which will include a runway show, in Naples on June 16 and 17.
Miceli staged her first runway show for Pucci last May in Florence. Before that, she preferred multi-day lifestyle “experiences” in such jet-set destinations as Capri and Saint Moritz.
Controlled by luxury giant LVMH Moët Hennessy Louis Vuitton since 2000, Pucci is a resort-focused brand that unveils collections on a see-now, buy-now basis, although each unveiling includes several drops.
