Forget the beach. Pucci’s spring-summer 2026 campaign plants its flag firmly in the desert, and artistic director Camille Miceli couldn’t have made a bolder choice. Called L’Alba, the images exude a mirage fantasy.
Pucci L’Alba Spring 2026 Campaign
Shot by photographer Carlijn Jacobs and styled by Emmanuelle Alt, the campaign follows models Marta Wieczorek and Mathilda Gvarliani across sun-scorched dunes and rocky cliffs. Golden light wraps around every frame like heat rising off sand.
The standout pieces lean hard into Pucci’s signature psychedelic printing. A black-and-pink lace-up one-piece turns a bare back into pure visual drama. A fluid head-to-toe printed set featuring a sheer long-sleeve top paired with wide-leg trousers channels serious 1970s goddess energy.
A soft blue strapless mini printed with swirling motifs, finished with strappy gladiator sandals, is the easiest summer outfit inspiration. And the swimwear focuses on sleek lines paired with the famous Pucci prints.
