Agh! Summer brings the urge to shake up those boring, pristine, elegant rooms and take a big messy jump into the pool. Gucci’s latest campaign, set in unmistakable Monaco, says, "Do that while looking glamorous and fashionable." The ethos is luxury, movement and escape, and the campaign stars Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane and Samuel Watson.
The cast embodies a dynamic summer narrative shaped by spontaneity and freedom. For women, the collection features elevated summer essentials, sharp tailoring and fluid silhouettes incorporating the Flora motif. For men, everyday separates and all-day denim offer a relaxed yet refined approach to seasonal dressing.
Accessories play a central role in the campaign’s visual story. The Gucci Jackie, Venice and Gossip handbags anchor the women’s looks, while the white leather Mercato bag, alongside the GG Monogram duffle and tote, accompanies summer journeys. The Gucci Madison and Melrose styles, presented in GG Monogram canvas, transition effortlessly from day to evening as compact crossbody silhouettes designed for essentials.
Flora, one of the house’s most enduring motifs, is key in this campaign. First created in 1966 by Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco, the design debuted as a silk scarf and has remained a defining element of Gucci’s visual language ever since. As Flora approaches its 60th anniversary, its connection to Monaco lends an additional layer of meaning.
The featured collection will be available on the brand’s website, in Gucci boutiques worldwide, and at the House’s resort stores in Forte dei Marmi, Porto Cervo, Capri, Ibiza, Mykonos, Formentera, Saint-Tropez and Cannes, where exclusive seasonal selections further extend the spirit of a Gucci summer.
