【GUCCI】Gucci Monte Carlo: Announcing Chapter 1 of the New Summer Advertising Campaign

Gucci announces Chapter 1 of its new advertising campaign, celebrating the summer season. The setting is Monte Carlo. Scenes colored by light, movement, and the spirit of escape unfold by the poolside and on the sea, drawing a summer mood of freedom.

The campaign features Tian Xiwei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane, and Samuel Watson. Capturing ambiguous moments—whether on the way somewhere or at the start of a journey—it expresses a sense of exhilaration and possibility where the next moment is unknown. With Monaco’s long-standing cultural allure and its presence as a symbol of fashion and glamour, it depicts a summer filled with infinite possibilities, not just quiet rest.

The collection blends naturally into the shifting summer scene. For women, edgy summer essentials, sharp tailoring, and fluid silhouettes featuring the iconic Flora motif appear. For men, daily separates and denim propose a sophisticated summer style.

Accessories stand out as important elements of the story. Handbags such as the 'Gucci Jackie,' 'Gucci Venice,' and 'Gossip,' alongside the white leather 'Mercato' and GG monogram duffle bags and tote bags, accompany summer travels. Additionally, the 'Gucci Madison' and 'Gucci Melrose,' adorned with the GG monogram, appear as shoulder bags that transition seamlessly from day to evening.

The 'Flora' motif is symbolically used throughout the campaign. Since its creation in 1966, Flora has remained a signature of the house's visual language, and it celebrates its 60th anniversary this year. Created by Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco, Flora was born as a world of rich flowers painted in 37 colors and first presented as a silk scarf. Its origins continue to tell the story of the special connection between Flora and Princess Grace of Monaco.

From the 1960s to the present, Monaco has remained a special presence in the fashion world. This place, where tradition and modernity intersect, continues to be a source of inspiration.

The collection will be available at Gucci.com and Gucci stores worldwide, as well as in resort stores in Forte dei Marmi, Porto Cervo, Capri, Ibiza, Mykonos, Formentera, Saint-Tropez, and Cannes. Seasonal selections and exclusive items will also be available in these locations, further expanding the Gucci summer world view.