Demna's vision for Gucci this season draws heavily on cinematic, almost video game-like imagery, extending the visual language of La Famiglia first introduced earlier this year and later echoed in both his debut runway collection and its meticulously staged front row. In this second chapter of its Gucci Monte Carlo campaign, the seasonal narrative continues with a renewed sense of energy and sophistication.
Featuring a cast including Tian Xi Wei, Amelia Gray, Anok Yai, and Felix Friedman, the new instalment shifts from the Riviera coastline to elegant hotel interiors, private villas, and motorcycle rides, reflecting the transition from carefree summer days to refined evening moments.
The latest chapter introduces a more defined wardrobe, with silhouettes that evolve alongside the campaign's story. Signature accessories take centre stage, including the Gucci Giglio in washed black GG denim and Flora-inspired versions, the Gucci Venice in GG canvas, and the iconic Gucci Jackie reimagined in fine metallic mesh. The Dionysus bag also returns, paired with ready-to-wear looks designed for summer nights.
Footwear is led by the Boulevard loafer featuring an oversized Horsebit detail, complemented by foldable-back loafers designed to move effortlessly from day to evening. Gucci Eyewear and a new swimwear collection with cut-out detailing further reinforce the relaxed yet polished aesthetic that defines the campaign's second chapter.
