Gucci has launched its Summer 2026 campaign, Gucci Monte Carlo, and it’s leaning fully into the idea of summer as a state of movement rather than a fixed destination. Set in Monaco, the campaign uses the city’s familiar backdrop of yachts, pools and open water to frame a season built around travel, spontaneity and in-between moments.
Instead of telling a traditional story, the campaign is structured around brief, cinematic scenes — people moving through different parts of the day, from poolside lounging to boat decks and evening transitions. The focus is less on where they are and more on how they move through the experience, capturing that familiar summer feeling of being in transit.
The cast reflects that sense of fluidity, bringing together Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane and Samuel Watson. Rather than static posing, they’re shown in motion, reinforcing the campaign’s focus on individuality within a shared, easygoing summer rhythm.
That idea carries into the collection itself. The wardrobe features versatility, with tailoring that stays sharp but relaxed, lightweight silhouettes, and denim designed for ease.
Accessories anchor the looks, including the white leather Mercato bag alongside familiar Gucci styles like the Jackie, Venice and Gossip, plus the Madison and Melrose shoulder bags in GG Monogram.
One of the key references this season is the Gucci Flora motif, which turns 60 this year. Originally created in 1966 for Princess Grace of Monaco, it appears throughout the collection, connecting the modern pieces back to the brand’s archive while keeping the focus on wearability for the season ahead. The campaign is now rolling out globally across Gucci boutiques, the brand’s website and selected resort pop-ups.
