COVER GIRL: Camille Miceli, artistic director of Pucci, conscripted Irina Shayk for her holiday campaign — casting her as a cover girl of yore.
The still images and short videos, which break Tuesday on the Italian brand’s social channels, hark back to the golden age of fashion magazines.
And they put silk Pucci scarves at the center of the story as the holiday gift-giving season kicks into high gear.
According to Miceli, Shayk “completely captures both the cheekiness and the glamor” of vintage titles in an unexpected way.
“The holiday season provides an occasion to convey joy, which we always do with a Pucci twist,” she added.
Irina Shayk in Pucci’s holiday campaign.
Courtesy of Pucci
The videos, directed by Columbine Goldsmith, depict Shayk on multiple covers, as if dominating the newsstand, but talking to her neighbors about how to pronounce Pucci — or giving a quick scarf-tying tutorial.
Shayk, one of Russia’s most famous models, dons a variety of Pucci prints worn head to toe, including the Marmo, Istrice, Hawaii and Labirinto motifs.
“It becomes the epitome of versatility, transcending an everyday accessory as a personal style statement,” Pucci said in a statement shared first with WWD. “For more than 75 years, the Pucci scarf has remained a house emblem — timeless yet never static.”
Jacob K was the stylist for the campaign, with hair by Ryan Mitchell and makeup by Min Kim.
Miceli seems to be on a supermodel kick: Naomi Campbell sang and danced in Pucci’s fall 2025 campaign.
Irina Shayk in Pucci’s holiday campaign.
Courtesy of Pucci
