Italian fashion house Pucci has unveiled its holiday campaign featuring supermodel Irina Shayk and a strong focus on the brand’s iconic silk scarves. The campaign’s visuals pay homage to Pucci’s heritage of bold prints and vibrant colour palettes, starring Shayk in motion-rich video shorts that evoke a sense of elegance and energy. 

In the campaign, Shayk appears wrapped in oversized, swirling-print scarves layered with tailored coats and heavy textures. The clips reference Pucci’s Florence roots by combining artistic pattern-making with modern styling highlighting the house’s roots in the 1960s while aligning with contemporary glamour. 

Credit: Pucci Brands

Pucci said the campaign’s scarf focus underscores its renewed commitment to its signature product categories. The scarves act as stand-out accessories while reinforcing the brand’s visual DNA, with designs that feature archival motifs applied to seasonal colour stories. 

Shayk commented on the collaboration, expressing excitement for working with Pucci and embracing the brand’s creative legacy. She noted that the project allowed her to explore a “playful yet sophisticated” aesthetic, balancing bold patterns with refined tailoring. 

The campaign will roll out globally across print, social and digital platforms, and is expected to run through both the holidays and into the early part of next year. Pucci also plans to release limited-edition scarf drops aligned with the campaign’s visuals.