EXCLUSIVE: Vittoria Ceretti Heats Up Pucci’s Cool Blue Pool Campaign

IN THE SWIM: Pucci’s creative director Camille Miceli is teasing her upcoming runway show in Rome on April 4 with a campaign featuring Vittoria Ceretti.

Photographer Mario Sorrenti captured the Italian model lounging by the pool, in the pool and wet from the pool wearing Pucci’s signature Vivara print, which will be the focal point of the destination show. The images debut Thursday on the Florentine fashion house’s digital channels.

Miceli’s collection, titled “Very Vivara,” will feature the print across swimwear, denim, dresses and accessories. The venue and other particulars about the show are still under wraps.

The wavy Vivara design, which dates back to 1965, was one of founder Emilio Pucci‘s favorites and most famous, inspired by a crescent-shaped island near Capri.


The Vivara print is seen on a Pucci swimwear design.

Mario Sorrenti

Over the years it has been interpreted as a wallpaper installation, ceramics, rugs and a perfume flacon, Vivara also being the name of the first fragrance launched by the jet-set designer in 1966.

Since arriving at the creative helm of Pucci in 2021, Miceli has staged multiday lifestyle “experiences” or fashion shows in Capri, Saint Moritz and Florence.

Her appointment — she was previously Louis Vuitton’s accessories creative director — coincided with Pucci’s return to its roots as a resort-focused brand and her collections are revealed on a see now, buy now basis.

Considered one of Italy’s fashion pioneers in outfitting the jet set, Emilio Pucci began designing skiwear out of jersey fabrics in 1947 and opened his house in 1949. His colorful, graphic motifs quickly became a signature of the house and synonymous with glamorous lifestyles.

Jacob K styled the new “Very Vivara” campaign with casting by Piergiorgio Del Moro, makeup by Lucia Pica, hair by Tomo Jidai and creative direction and production by the Al Dente agency.

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