As the mood of the season evolves, Gucci is turning the page on one of its most captivating campaigns. The House has unveiled the second chapter of Gucci Monte Carlo, continuing a visual journey where timeless elegance meets contemporary sophistication.
Building on the story introduced in the campaign’s opening chapter, the latest instalment shifts its focus from the relaxed rhythm of the coastline to intimate and cinematic settings that capture the spirit of modern luxury. Hotel suites, elegant villas and scenic motorbike rides become the backdrop as Gucci explores a new chapter defined by confidence, movement and refined style.
A Story That Evolves With the Season
The second chapter of Gucci Monte Carlo follows an international cast featuring Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane and Samuel Watson.
Together, they continue the campaign’s narrative, transitioning effortlessly from coastal escapes to sophisticated interiors and dynamic journeys that reflect the changing pace of summer.
The wardrobe evolves alongside the setting.
Silhouettes become sharper, while familiar pieces from the first chapter return with renewed purpose, creating a seamless bridge between leisurely daytime moments and elegant summer evenings.
Accessories Take Centre Stage
Accessories remain central to the storytelling, showcasing Gucci’s signature craftsmanship through distinctive textures, materials and iconic designs.
The Gucci Giglio appears in black-washed GG denim as well as interpretations featuring the iconic Flora motif.
The Gucci Venice is presented in classic GG canvas, while the legendary Gucci Jackie receives a contemporary update through fine metallic mesh.
Adding evening glamour, the shimmering Dionysus handbag is paired with ready-to-wear looks designed for summer nights.
Footwear also plays a defining role throughout the campaign.
The Boulevard pump, distinguished by its oversized Horsebit detail, leads the collection, accompanied by loafers featuring foldable backs that transition effortlessly from daytime elegance to evening sophistication.
Completing the seasonal wardrobe are Gucci Eyewear designs alongside new swimwear featuring contemporary cut-out detailing.
Celebrating 60 Years of Flora
One of the campaign’s strongest visual threads is Flora, one of Gucci’s most enduring motifs.
This year marks 60 years since the celebrated design was first created in 1966 by illustrator Vittorio Accornero for Princess Grace of Monaco, following a request from Rodolfo Gucci.
Originally introduced as a silk scarf featuring blooms illustrated in 37 distinct colours, Flora has become one of the House’s defining artistic signatures.
Throughout the Monte Carlo campaign, the motif continues to reinforce its deep connection to Monaco—a destination where heritage and contemporary luxury exist side by side.
A Legacy of Italian Craftsmanship
Founded in Florence, Italy, in 1921, Gucci continues to redefine luxury under the leadership of President and CEO Francesca Bellettini and the artistic direction of Demna.
By combining creativity, innovation and exceptional Italian craftsmanship, the House remains one of the world’s leading luxury brands.
As part of the global luxury group Kering, Gucci continues to shape the future of fashion while honouring the heritage that has defined the brand for more than a century.
With the unveiling of the second chapter of Gucci Monte Carlo, the House once again demonstrates that true luxury is not simply worn—it is experienced through storytelling, craftsmanship and timeless design.
