Return of brand has been bubbling up through content creators on TikTok, and Hailey Bieber endorses it When it comes to glamorous fans, Emilio Pucci was the envy of other fashion designers. During the 1950s and 60s, the “prince of prints” – as the designer became known – dressed Elizabeth Taylor, Jackie Kennedy and Sophia Loren. Marilyn Monroe was even buried in the brand. And now, more than 30 years after his death, Pucci’s trademark vibrant swirly prints are enjoying another fashion moment. The return of Pucci has been bubbling up through content creators on TikTok, and the brand has the endorsement of Gen Z favourite Hailey Bieber. But it was confirmed this week when Lyst, the fashion data experts, revealed that searches for the brand had increased 96% in the second quarter of the year. Two of the classic prints – the pink Marmo from 1968 and the Orchidee from 1966 – were particularly popular, on minidresses and handkerchief tops. Continue reading...