Pucci selects Sicily for its next destination runway show.

A drawing by  Emilio Pucci from the 1950s depicting a mermaid on a Sicilian cart. Courtesy of Pucci

Pucci will return to Italy for its next destination runway, with artistic director Camille Miceli choosing Sicily as the setting for the house’s upcoming see-now, buy-now presentation. Scheduled for April 17, the show will unveil a collection titled L’Alba, marking the latest chapter in Miceli’s ongoing approach to in-season, location-driven fashion shows.

While the exact venue and location on the island remain undisclosed, Miceli described the collection as an intensified exploration of movement, color and rhythm. In a statement, she pointed to Sicily’s “magnetic energy” as a natural match for Pucci’s visual language, positioning the island not simply as a backdrop, but as an active element of the experience.

According to the Florentine house, L’Alba is conceived as a transition — “a psychedelic night that blurs into the morning” — animated by graphic motifs and saturated color. The collection also revisits the brand’s origins, reaffirming that Pucci was “born under an Italian sky,” a reference that anchors the show firmly within the house’s heritage.

Miceli has been instrumental in shaping Pucci’s destination-show strategy. Her first runway presentation for the brand took place in Florence in 2023, followed by Rome and Portofino. Prior to adopting the runway format, she favored multi-day lifestyle experiences staged in jet-set locations such as Capri and St. Moritz, blending fashion with travel and atmosphere.

At the same time, Pucci has expanded its scope beyond traditional resortwear. Recent campaigns have emphasized eveningwear and accessories, signaling a broader range of wearing occasions while maintaining the house’s signature graphic identity.

Founded by Emilio Pucci, who began designing ski garments in jersey in 1947 before opening his house in 1949, the brand has long been defined by bold color and rhythmic patterns. Since 2000, Pucci has been controlled by LVMH Moët Hennessy Louis Vuitton, under whose ownership the house has continued to evolve its position within the luxury landscape.

With Sicily as its next stage, Pucci extends Miceli’s vision of fashion as movement — across geography, color and time — while reinforcing its connection to Italy as both origin and inspiration.