By Jessica Ye (Jessica Yap)
Few places are as synonymous with summer glamour as Monte Carlo, and Gucci is embracing that mood with the first chapter of its new seasonal campaign.
Set against the sun-drenched backdrop of Monaco, the campaign follows a cast that includes Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane and Samuel Watson as they move between swimming pools, open water and fleeting summer moments. The result feels less like a traditional campaign and more like a postcard from an impossibly stylish holiday.
At the heart of the imagery is a wardrobe built for long days that drift effortlessly into evening. For women, sharp tailoring sits alongside fluid silhouettes splashed with Gucci’s iconic Flora motif, while the menswear offering focuses on relaxed separates and easy denim designed for summer dressing.
Accessories play an equally important role throughout the campaign. Familiar House signatures including the Gucci Jackie, Venice and Gossip handbags appear alongside travel-ready pieces such as the Mercato in white leather and GG Monogram duffle and tote bags. The Gucci Madison and Melrose shoulder bags complete the picture, bringing the House’s monogram into a collection designed for movement, spontaneity and warm-weather adventures.
The campaign also marks the 60th anniversary of Flora. First created in 1966 by illustrator Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco, the design featured an intricate arrangement of blooms rendered in 37 colours and debuted on a silk scarf. Six decades later, it remains one of the House’s most enduring signatures.
The setting feels particularly fitting. Monaco has long occupied a unique place within fashion’s imagination, where old-world glamour, luxury travel and Riviera elegance continue to intersect.
AMore than a seasonal campaign, Gucci Monte Carlo captures the carefree spirit of summer dressing. Flora prints, relaxed tailoring and signature handbags come together in a wardrobe designed for poolside afternoons, coastal escapes and elegant evenings by the water.
