Pucci presented its latest campaign, “VERY VIVARA,” starring Vittoria Ceretti. With the campaign set against the serene backdrop of nature’s most tranquil element, water, the brand reinvigorates the timeless Vivara print, a hallmark of Pucci’s design ethos since its inception in 1965. Under the lens of the acclaimed photographer Mario Sorrenti, the campaign transcends mere fashion photography, morphing into a captivating visual narrative.
The “VERY VIVARA” campaign is a testament to the brand’s enduring legacy and its knack for blending classic motifs with contemporary sensibilities. Vittoria Ceretti, with her commanding presence, breathes life into the Vivara print, showcasing its versatility across a range of garments from elegant swimwear to chic denim, and from flowing dresses to statement accessories. The selection highlights the print’s dynamic, organic yet geometric nature, embodying both the calm and the storm of the elements it draws inspiration from.
Set within a dreamscape where water plays a pivotal role, the imagery crafted by Sorrenti masterfully mirrors the Vivara print’s essence. Ceretti, akin to a modern-day nymph, is captured amidst the glistening waters, her surroundings and attire melding to create a mesmerizing ripple effect that blurs the lines between the wearer and the print. This effect not only accentuates the collection’s fluidity but also underscores Pucci’s expertise in creating fashion that harmonizes with both the wearer and the world.
This campaign serves as a prelude to Pucci’s highly anticipated runway show, scheduled for April 4, marking a new chapter under the creative direction of Camille Miceli. Miceli’s vision for the collection, and indeed for the brand, resonates through this campaign, signaling a refreshing yet respectful nod to Pucci’s storied heritage. “VERY VIVARA” encapsulates a journey through time, from the print’s origins in the mid-60s to its modern-day renaissance, proving that true style is indeed timeless.
In presenting “VERY VIVARA,” Pucci not only celebrates its iconic print but also reaffirms its status as a bastion of innovative design and creative storytelling. With Vittoria Ceretti at the forefront, the campaign is a harmonious blend of art, fashion, and nature, inviting onlookers to immerse themselves in the vibrant world of Pucci, a world where elegance flows as freely as water and where every piece tells a story of beauty, heritage, and innovation.
