Gucci’s Monte Carlo campaign spans two chapters. It follows a summer escape from the coastline to hotels, beach clubs, and city streets. The first installment opens with Felix Friedman, Ibrahima Kane, and Samuel Watson in a wardrobe that combines relaxed tailoring, lightweight knitwear, and all-day denim.
Gucci Monte Carlo Campaign
GG Monogram travel bags accompany each look, reinforcing the travel theme. Flora also appears throughout the setting, most notably as the beach club backdrop. The print references the House’s motif, first created for Princess Grace of Monaco in 1966.
The second chapter introduces a more technical edge to the menswear while staying rooted in Monte Carlo. Leather jackets cut with the close-fitting lines of wetsuits or racing gear bring a moto influence to the collection.
Tailored trousers, loafers, and travel accessories maintain Gucci’s relaxed approach to resort dressing. Set against classic automobiles and Flora-covered beach cabanas, the imagery draws on Monte Carlo’s ties to both motorsport and Mediterranean leisure.
Gucci explores the different sides of its summer wardrobe, from tailored refinement to sport-driven dressing. The collection keeps sight of the destination that connects both moods.
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