Fashion & Beauty · 16 Jul 2026
Gucci Monte Carlo Campaign Returns With a Sophisticated Second Chapter for Summer
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The House unveils new campaign imagery featuring Tian Xi Wei, Amelia Gray and Anok Yai, while celebrating the timeless Flora motif and iconic Gucci accessories
Gucci is expanding its Gucci Monte Carlo campaign with a captivating second chapter that captures the effortless glamour of the Mediterranean. As summer evolves, the House introduces a fresh collection of ready-to-wear, handbags, footwear and accessories that transition seamlessly from relaxed coastal escapes to sophisticated evening moments.
The latest campaign stars Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane and Samuel Watson, who continue the story introduced in the first chapter. This time, the campaign moves beyond the coastline into elegant hotel suites, luxurious villas and scenic motorbike rides, reflecting the changing rhythm of the season.
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Elevated Summer Style With Signature Gucci Accessories
The new collection embraces sharper tailoring and refined silhouettes while maintaining the relaxed elegance synonymous with summer dressing.
Gucci’s latest accessories remain at the centre of the campaign, with several of the House’s most recognisable designs returning in fresh interpretations.
Highlights include:
- The Gucci Giglio in black-washed GG denim and vibrant Flora-inspired finishes.
- The Gucci Venice crafted in classic GG canvas.
- The iconic Gucci Jackie, reimagined in shimmering metallic mesh.
- The Gucci Dionysus, styled alongside sophisticated ready-to-wear for evening occasions.
Footwear also takes centre stage with the elegant Boulevard pump, distinguished by its oversized Horsebit detail, alongside versatile loafers featuring foldable backs that effortlessly transition from daywear to evening dressing.
Completing the seasonal wardrobe are new Gucci Eyewear styles and contemporary swimwear featuring modern cut-out detailing.
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Gucci Flora Celebrates 60 Years
An enduring symbol of the House, the Flora motif remains woven throughout the Gucci Monte Carlo campaign as it celebrates its 60th anniversary.
Originally created in 1966 by illustrator Vittorio Accornero for Princess Grace of Monaco, at the request of Rodolfo Gucci, the design first appeared on an exquisite silk scarf featuring delicate blooms illustrated in 37 distinct colours.
Six decades later, Flora continues to represent Gucci’s unmistakable heritage while reflecting the House’s contemporary vision. Its connection to Monaco remains a defining element of the campaign, where timeless elegance meets modern luxury.
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A Celebration of Riviera Luxury
The second chapter of Gucci Monte Carlo captures the effortless sophistication of European summers through refined craftsmanship, iconic accessories and rich storytelling. As the campaign unfolds, Gucci once again demonstrates its ability to blend heritage with contemporary fashion, creating a collection designed for every moment of the season — from sun-drenched afternoons to glamorous summer evenings.
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