Pucci Picks Sicily for Next Destination Show

ISLAND LIFE: Pucci’s artistic director Camille Miceli has selected Sicily for her next see now, buy now fashion show.

The exact location on the Italian island and the venue are still under wraps.

The runway display is scheduled for April 17, the collection is titled “L’Alba,” and it already sounds like the antithesis of quiet luxury.

“The collection is an even deeper exploration of movement, color and rhythmic silhouettes that will feel heightened by this transporting experience,” Miceli said in a statement shared first with WWD. “Sicily has a magnetic energy that resonates with the Pucci spirit.”

According to the Florentine house, the L’Alba collection is akin to “a psychedelic night that blurs into the morning, vibrating with graphic motifs” and a reminder that “Pucci was born under an Italian sky.”

Miceli helped pioneer destination, in-season fashion unveils in resort locations, even as the brand continues to expand its wearing occasions beyond seaside and mountain holidays. Recent Pucci campaigns have spotlighted festive eveningwear and scarves.

Miceli staged her first runway show for Pucci in Florence in 2023, following up with Rome and Portofino. Before that, she preferred multiday lifestyle “experiences” in such jet-set destinations as Capri and Saint Moritz.

Controlled by luxury giant LVMH Moët Hennessy Louis Vuitton since 2000, Pucci was founded by Emilio Pucci, who 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.