Pucci Announces Sicilian Sunrise: Camille Miceli to Unveil "L’Alba" in Next Destination Show

By Madeleine Foster

Illustration for Pucci’s SS26 catwalk show Credits: Pucci

Pucci is continuing its sun-drenched tour of Italy’s most iconic landscapes. Artistic Director Camille Miceli has officially announced that the brand’s next major runway event will take place on the island of Sicily on April 17th.

The upcoming Spring/Summer 2026 collection, titled “L’Alba” (The Dawn), marks the latest chapter in Pucci’s strategic shift toward "destination shows" that prioritise local atmosphere and immediate consumer gratification.

Since taking the helm in 2021, Miceli has moved away from the traditional Milan Fashion Week calendar, opting instead for immersive experiences in locations like Florence, Rome, and Portofino. Sicily, with its rugged volcanic coastlines and rich Greco-Roman history, serves as the ultimate muse for the brand's psychedelic DNA.

Although information about the upcoming show is currently scarce, it's safe to say that Pucci has redefined luxury as a lifestyle "souvenir." By staging shows in locations that the "jet-set" crowd actually frequents, the brand has revitalised its relevance.