What unfolded across Monte Carlo was nothing short of extraordinary, as the House’s latest summer campaign was captured in a series of moments that moved from motion and light in the spirit of escapism.
The first chapter moved through pools and open water, with a stellar cast including Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane, and Samuel Watson. The campaign then shifted to a sundown celebration, where guests such as F1 Alpine’s Flavio Briatore and Pierre Gasly appeared, along with Sophie Milner, Younes Bendjima, and more.
Set somewhere between here and elsewhere, the summer campaign hinted at plans rather than declared them, suggesting that the next hour might lead anywhere. It presented a summer of possibility rather than repose, framed by Monaco’s cultural aura, long a stage for fashion and glamour.
The wardrobe moved with ease through these shifting settings, beginning with summer essentials with an edge, sharp tailoring, and flowing silhouettes rendered in the Flora motif for her, and everyday separates and all‑day denim for him. Accessories anchored the narrative, including the Gucci Jackie, Venice, and Gossip handbags, while the Mercato in white leather and GG Monogram duffle and tote carried summer journeys. The Gucci Madison and Melrose, presented in the GG Monogram, moved seamlessly from day to evening, shoulder bags sized for the essentials.
Gucci announced a seasonal takeover at La Rose des Vents Monte Carlo, celebrating the House’s return to Monaco. To mark the occasion, Gucci hosted a special gathering on June 6 at the beach club, bringing together guests and friends of the House. The takeover, where the Flora motif extended beyond the wardrobe into an immersive environment of color and texture, began in May and continued through October.
Flora threaded through the campaign and the interiors of La Rose des Vents Monte Carlo alike, a composition that had remained central to the House’s visual language since its creation in 1966, marking its 60th anniversary that year. 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 placed Flora in dialogue with Princess Grace of Monaco, whose presence marked a defining moment in its creation. Gucci’s return to Monaco, rendered across the interiors of La Rose des Vents Monte Carlo and through the House’s latest campaign, carried that history with it.
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 continued to meet.
The collection was 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 extended the spirit of a Gucci summer.
