Gucci

There are places where summer feels less like a season and more like a performance. Monte Carlo is one of them: all blue water, polished decks, hotel balconies, sports cars, and the kind of glamour that looks casual only because it knows exactly how expensive it is.

For Summer 2026, Gucci returns to that fantasy with Gucci Monte Carlo, the first chapter of its new seasonal campaign. Shot by Mark Seliger, the images move through the principality like a heat-soaked postcard, following a cast that includes Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane, and Samuel Watson.

The campaign is built around movement: pools, open water, fast cars, and bodies caught between one destination and the next. It does not present summer as stillness, but as a sequence of entrances, exits, dives, drives, and glances. Monaco becomes less a location than a mood: cinematic, excessive, and slightly unreal.

In clothing, the story leans into the classic language of Riviera escape. There are fluid dresses, swimwear, tailoring, pointed heels, relaxed separates, denim, and pieces animated by Gucci’s iconic Flora motif. The wardrobe suggests long days that slide too easily into night, where beachwear and eveningwear begin to speak the same language.

What makes the campaign interesting is the way Gucci treats Monte Carlo not simply as a glamorous backdrop, but as part of its own mythology. The house already has a physical presence there, with its store on Avenue de Monte-Carlo, but this campaign turns the city into something more symbolic: a stage for wealth, desire, leisure, and controlled escape.

Under Demna, Gucci’s summer does not feel innocent. It has polish, but also tension. The fantasy is bright, but almost too bright. The result is a collection that understands the Riviera not as relaxation, but as theatre. Everyone is dressed for the moment before something happens.