Gucci – Monte Carlo
Gucci Monte Carlo: The House introduces the first chapter of its new campaign to
celebrate the summer season
Unfolding across Monte Carlo, the House’s latest campaign is captured in a series of
moments shaped by motion, light, and the spirit of escape. The first chapter moves
through pools and open water, with a cast including Tian Xi Wei, Amelia Gray, Anok
Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane,
and Samuel Watson. Figures caught between somewhere and elsewhere, plans hinted
at rather than declared, and a sense that the next hour might lead anywhere. A
summer of possibility rather than repose, framed by Monaco’s cultural aura, long a
stage for fashion and glamour.
The wardrobe moves with ease through these shifting settings. For her, summer
essentials with an edge, sharp tailoring, and flowing silhouettes rendered in the Flora
motif. For him, everyday separates and all-day denim. Accessories anchor the
narrative, including the Gucci Jackie, Venice, and Gossip handbags, while the
Mercato in white leather and GG Monogram duffle and tote carry summer journeys.
The Gucci Madison and Melrose, presented in the GG Monogram, move seamlessly
from day to evening, shoulder bags sized for the essentials.
Flora threads through the campaign, a composition that has remained central to the
House’s visual language since its creation in 1966, and which this year marks its 60th
anniversary. Originally conceived by Vittorio Accornero at the request of Rodolfo
Gucci for Princess Grace of Monaco, Flora was envisioned as an abundant field of
blooms in 37 distinct colors, first presented as a silk scarf. This origin places Flora in
dialogue with Princess Grace of Monaco, whose presence marked a defining moment
in its creation.
From the 1960s to the present day, Monaco has held a particular place within the
world of fashion, a city where heritage and the contemporary continue to meet.
The collection will be available on gucci.com, in Gucci boutiques worldwide, and
across the House’s resort locations in Forte dei Marmi, Porto Cervo, Capri, Ibiza,
Mykonos, Formentera, Saint-Tropez, and Cannes, where dedicated seasonal
selections and exclusive styles further extend the spirit of a Gucci summer.