Pucci continues its transformation with Vittoria Ceretti as muse

Pucci has chosen Vittoria Ceretti to illustrate its latest spring-summer campaign, entitled Very Vivara. The Italian fashion house’s emblematic motif, brought up to date, is set to be one of the stars of Camille Miceli’s next show, scheduled for April 4 in Rome.


Ahead of its April 4 show in Rome, Pucci, owned by the LVMH group since 2021, has unveiled its spring-summer 2024 campaign. It features Italian model – and supposed fiancée of actor Leonardo di Caprio – Vittoria Ceretti, posing in an atmosphere as sunny as it is aquatic.


This new incarnation is just a tiny part of the brand’s efforts to rejuvenate its image and, above all, break the seasonal pattern attached to its star products: beachwear and swimwear.


A joie de vivre from the archives

The Vivara motif is a fixture in all the Maison’s archives. This iconic print first appeared in 1965. It was one of a number of colorful, psychedelic-inspired prints proposed by Emilio Pucci, the Marquis of Barsento. The man who has since been dubbed “the Prince of Prints” declared: “Fun is one of the most important elements I’ve brought to fashion. I brought it with color”.


© Pucci, Photography by Mario Sorrenti


Indeed, this Very Vivara collection features a firework display of geometric, abstract and organic patterns. The campaign by fashion photographer Mario Sorrenti draws its inspiration from the elemental force of water. The press release evokes “the dynamic essence of nature, from the fluid movement of water to the celestial orbits of the sun and moon.”


A supermodel for a new face

Vittoria Ceretti is the new face of the Pucci woman – modern, chic and daring. The young woman is one of the most followed supermodels of her generation, with 1.6 million followers on Instagram and 106,300 on TikTok.


The 25-year-old Italian model from Brescia was present at every Milan Fashion Week show, from Dolce & Gabbana to Fendi, Max Mara, Prada, Valentino and Versace. She also walked the catwalks of Paris Fashion Week, from Miu-Miu to Chanel, Dior and Saint Laurent.


© Pucci, Photography by Mario Sorrenti


Posing for numerous fashion magazines such as Vogue, she was immortalized on the American edition of Condé Nast’s jewel, alongside Liu Wen, Ashley Graham, Kendall Jenner, Gigi Hadid, Imaan Hammam and Adwoa Aboah, on the occasion of the famous magazine’s 125th anniversary.


The model recently became engaged to American actor Leonardo Dicaprio. Met last August in a discotheque in Ibiza, she is said to be in a relationship with the 49-year-old Titanic star, who recently separated from model Camila Morrone. This rumor was fanned by a photo taken at the end of March and shared by Page Six, showing the couple lunching at Yuca’s in Los Angeles, with Vittoria Cerretti sporting what strongly resembles an engagement ring. Despite a denial, doubts remain as to the nature of their relationship.


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Featured Photo:  © Pucci

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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