For Spring Summer 2026, Pucci leaves the coastline behind and heads into the desert. Titled “L’Alba,” the campaign marks the first chapter of the season under Artistic Director Camille Miceli — a sun-drenched road trip shaped by heat, open sky, and the glow of early morning light.

The story follows two protagonists traveling through endless dunes until their vintage car breaks down, forcing a pause in the middle of nowhere. Instead of focusing on the destination, the campaign lingers on the moment — on stillness, atmosphere, and the way clothing moves against sand and wind.

Photographed by Carlijn Jacobs, the imagery feels clean and intentional. Models Mathilda Gvarliani and Marta Wieczorek move through the landscape in looks from the SS26 collection, their silhouettes standing out sharply against the horizon. With no city in sight, the focus shifts entirely to shape, proportion, and presence.

The collection balances fluidity and structure. Cut-out swimwear hugs the body, while airy skirts and lightweight dresses catch the breeze. More sculptural pieces introduce volume and contrast, and bold accessories — from statement jewelry to high sandals — elongate the figure against the vast backdrop.

Of course, Pucci’s iconic prints remain front and center. Vivara, Orchidee, and Labirinti patterns bring bursts of graphic energy to the muted desert tones, reinforcing the house’s unmistakable visual language while placing it in a completely new environment.

“L’Alba” is the first of three chapters for the season — a starting point defined by freedom, instinct, and the quiet power of moving forward into unfamiliar terrain.