The other day, a styling client messaged me: “It’s such a Pucci summer this year.” It instantly brought back memories of my early Facebook posts, when I used to write about timeless resortwear brands—the kind only secret elites wore with effortless ease.
Flashback to Mykonos, 10–15 years ago. Before the social media invasion. Back when affluent Greek and international women had actual beach sets: a Missoni towel matching their bikini, finished off with the iconic zigzag dress or pants. Pucci bikinis and kaftans were everywhere—elegant but never showy.
Mykonos had prestige, yes, but it was discreet. Spilia, now an influencer hotspot, was once a quiet seafood spot I’d visit. No photo ops, no hashtags—just regulars. I never took photos. The memories were enough.
Today, going out without posting about it is considered odd. That mindset repels me. I value privacy, seclusion, and places that don’t scream for attention. And from what I’ve observed, truly affluent people feel the same: they seek villas, yachts, jets—not queues or Instagram backdrops.
I’ve walked the alleys of Santorini more than six times—before it became a caricature of itself. Now? You couldn’t pay me to squeeze through tourist-choked streets.
If you ask my styling clients, they’ll tell you: my favorite brand is Missoni. And this summer, alongside Pucci, it’s suddenly trending. TikTok says so.
But I see these brands differently. Missoni and Pucci aren’t just “in”—they’re heritage. Family-owned, timeless, and distinctive without screaming for attention. Their prints—Missoni’s zigzags, Pucci’s kaleidoscopes—have whispered luxury in elite circles for decades.
Now? They’re sliced into micro-shorts and plastered across TikTok. It’s branding without context. And it cheapens the aesthetic for me.
So—is it really a Pucci summer?
Yes—and no. The real summer belongs to those who understand the lineage, not just the look.
💬 What do you think? Do you see Pucci and Missoni as timeless or trendy?
👇 Leave a comment—I'd love to hear your take.
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