As the season deepens, Gucci has unveiled the second chapter of its “Gucci Monte Carlo” summer campaign. Picking up the story told in Chapter One along the coastline, the new installment moves indoors — into hotel suites and villas — to capture the hours that follow the height of a summer escape.
Images Courtesy of Gucci
Summary
- Gucci has released Chapter Two of its “Gucci Monte Carlo” summer advertising campaign
- A nine-strong cast including Tian Xi Wei, Amelia Gray and Anok Yai moves the story into hotel rooms, villas and motorbike rides through the city
- The house’s signature Flora motif, marking its 60th anniversary in 2026, runs through the campaign as a key visual code
A Cast of Nine, and a Motorbike Ride Through Town
Chapter Two stars Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane and Samuel Watson. The narrative expands from the shoreline into hotel rooms and villas, then out onto the streets by motorbike — tracing the thrill of travel and the everyday moments that follow it.
Sharper Silhouettes and Statement Bags
The wardrobe takes on sharper silhouettes and a more assertive attitude than in Chapter One, with pieces that defined the first installment returning in new roles — styling designed to bridge a fleeting escape and the everyday that follows.
Among the accessories, the Gucci Giglio appears in black washed GG denim and the Flora motif, while the Gucci Venice is rendered in GG canvas. The Gucci Jackie takes on a delicate metallic mesh, and the Dionysus arrives in a shimmering finish, paired with ready-to-wear for summer evenings.
In footwear, the Gucci Boulevard pump with an oversized Horsebit commands attention, while loafers with a collapsible heel carry the wearer seamlessly from day to evening. The latest Gucci eyewear and swimwear with cut-out details round out the collection with an airy sense of the season.
Flora at 60: A Bond With Monaco
Running through the campaign as a visual code is Flora, one of the house’s most emblematic motifs. It was born in 1966 as a silk scarf designed by Vittorio Accornero at the request of Rodolfo Gucci for Princess Grace of Monaco. Rendered in 37 colors, its delicate flowers mark their 60th anniversary in 2026.
By revisiting the deep bond between Flora and Monaco, the campaign frames the principality — where heritage and the contemporary are in constant dialogue — through a distinctly Gucci lens.
Founded in Florence in 1921, Gucci continues to redefine luxury and fashion under President and CEO Francesca Bellettini and Artistic Director Demna, as part of the global luxury group Kering.
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