Pucci and Artistic Director Camille Miceli present “L’Alba,” the opening chapter of the Spring Summer 2026 campaign. The project expands the Mediterranean narrative into a remote desert defined by dunes, open sky, and early morning light. This setting introduces a moment of departure, placing the protagonists within an environment shaped by distance and exposure. The campaign establishes a visual direction centered on motion and instinct, where clothing responds directly to heat, sand, and atmosphere.
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The campaign follows a road trip guided by autonomy and exploration. The protagonists travel through the desert until their vintage car breaks down, forcing them to stop and confront their surroundings. This interruption shifts attention away from arrival and toward presence. Heat radiates from the ground, while sand and horizon stretch in every direction.
Photographer Carlijn Jacobs documents this encounter between body and terrain. Models Mathilda Gvarliani and Marta Wieczorek appear in looks drawn from the Spring Summer 2026 collection, moving through dunes and open terrain. Jacobs frames each scene with clarity, emphasizing silhouette, proportion, and graphic precision. The absence of urban reference directs focus toward the interaction between garment and environment.
Garments from the collection introduce variation through cut, material, and structure. Cut-out swimwear defines the contours of the body, creating direct visual contact between skin and garment. Fluid skirts and lightweight dresses move freely across the terrain, responding to air and motion. These silhouettes maintain continuity between clothing and physical presence. Structured pieces introduce contrast through defined volume and proportion, while sculptural jewelry and high sandals extend vertical line and posture. Accessories contribute to the overall composition, shaping the figure’s outline against the open horizon.
Pucci’s signature prints remain central to the campaign’s visual identity. The Vivara, Orchidee, and Labirinti motifs appear across dresses and separates, introducing graphic intensity into the desert setting. These patterns carry the House’s established visual language while adapting to new environmental conditions.
“L’Alba” forms the first part of a three-chapter campaign. This opening chapter marks a point of departure guided by instinct and self-direction. The protagonists move forward through observation, carrying garments into unfamiliar terrain.
