Wait, is the Pucci print cool again?

I’m confident everyone has some memory of the Emilio Pucci print. A swirly pattern often in punchy hues like hot pink and ocean blue, it’s a print that you’ve most likely seen on scarves and dresses worn by Hollywood stars from Jackie Kennedy to Sophia Loren to Marilyn Monroe in the 1960s.

I certainly remember my grandmother’s generation dabbling in the geometric swirl as it reached the masses, with ladies tying up the scarf into a bandana or wearing the dress on the pebbly beaches of the Amalfi Coast.

Emilio Pucci, the eponymous label founded by the aristocrat Don Emilio Pucci, the Marchese di Barsento in 1947, is best known for its bold, geometric prints. Since its first fashion show in Florence in 1951, Pucci swiftly became the unofficial summer uniform of jet-set celebrity.

But changing trends, and copycats (not unlike what happened to the Louis Vuitton monogrammed bags), led to the once-ubiquitous print to fall out of fashion. However, as with all things ’70s and ‘90s, we’ve learned that Gen Z have a way of making the old new again and it seems the Pucci print is the latest fashion relic to enjoy a revival.