Gucci has unveiled the first chapter of its new Gucci Monte Carlo campaign, celebrating the fashion house’s long standing relationship with Monaco through a luxury summer inspired collection and immersive brand experiences. The campaign features an international cast of models while highlighting the timeless Flora motif, which marks its 60th anniversary this year. Alongside the campaign, Gucci has transformed the iconic La Rose des Vents beach club into a vibrant seasonal destination that will welcome visitors through October.

Gucci Celebrates Its Connection to Monaco

Gucci has officially returned to Monaco with the launch of its new Gucci Monte Carlo campaign, paying tribute to the glamorous destination that has played an important role in the fashion house’s history.

The campaign unfolds across the luxurious streets and waterfront settings of Monte Carlo, capturing the effortless elegance that defines summer on the French Riviera. Designed to reflect the transition from relaxed afternoons by the sea to sophisticated evenings, the collection embraces fluid silhouettes, lightweight fabrics, tailored pieces, and statement accessories.

With Monaco serving as both backdrop and inspiration, Gucci continues to reinforce its association with timeless luxury and refined Mediterranean style.

A Global Cast Brings the Campaign to Life

The opening chapter of Gucci Monte Carlo features a diverse lineup of international models and personalities representing the brand’s contemporary vision.

The campaign stars Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane, and Samuel Watson. Together, they embody the relaxed confidence and sophisticated style that define the Gucci summer aesthetic.

Photographed in picturesque Monaco locations, the campaign showcases effortless day to evening dressing while highlighting the versatility of the latest ready to wear collections and accessories.

The Return of the Iconic Flora Motif

One of the defining features of the Gucci Monte Carlo campaign is the prominent use of the House’s legendary Flora print.

The campaign arrives during the 60th anniversary of the celebrated design, one of Gucci’s most recognizable visual signatures. Throughout the collection, the colorful floral pattern appears across clothing, accessories, and lifestyle elements, reinforcing its enduring place within the brand’s creative identity.

The Flora motif continues to evolve while maintaining the elegance and artistic craftsmanship that have made it a hallmark of Gucci for six decades.

The Story Behind Gucci Flora

The origins of the Flora motif are deeply connected to Monaco and one of its most beloved royal figures.

In 1966, Rodolfo Gucci commissioned renowned illustrator Vittorio Accornero de Testa to create a unique silk scarf for Princess Grace of Monaco. The resulting artwork featured an intricate arrangement of flowers, plants, insects, and butterflies illustrated in 37 vibrant colors.

The design quickly became one of Gucci’s most iconic creations and has remained an integral part of the House’s collections ever since.

Its connection to Princess Grace gives the Flora motif a special significance in Monaco, making the return of the pattern particularly meaningful as Gucci celebrates its latest campaign in the principality.

Gucci Takes Over La Rose des Vents

To mark the launch of Gucci Monte Carlo, the Italian luxury brand has also introduced an exclusive seasonal takeover of La Rose des Vents, one of Monaco’s most prestigious beachfront destinations.

Located on Larvotto Beach, the restaurant and beach club has been transformed into a colorful Gucci experience inspired by the Flora collection.

Guests visiting the venue are surrounded by vibrant floral patterns featured on sunbeds, umbrellas, lounge areas, and decorative installations. An entrance adorned with lush blooms creates an immersive arrival that reflects the campaign’s joyful summer atmosphere.

The activation transforms La Rose des Vents into both a luxury beach destination and a celebration of Gucci’s heritage.

A Summer Destination Through October

The Gucci beach club takeover began in May and will continue throughout the summer season until October.

Visitors can enjoy the exclusive setting while experiencing Gucci’s signature blend of luxury, design, and hospitality in one of the Mediterranean’s most glamorous locations.

The seasonal activation reflects a growing trend among luxury fashion houses to create immersive experiences that extend beyond traditional retail, allowing customers to engage with brands through travel, dining, and lifestyle destinations.

Resort Style Inspired by the Mediterranean

The Gucci Monte Carlo collection captures the relaxed sophistication associated with Mediterranean summers.

Flowing dresses, lightweight tailoring, elegant separates, and refined accessories are designed to transition seamlessly from daytime beach outings to evening social events. The collection emphasizes versatility while maintaining the elevated craftsmanship and attention to detail synonymous with Gucci.

Bright colors, floral prints, and sophisticated textures evoke the glamour of coastal destinations while offering timeless wardrobe pieces suited for luxury travel.

Exclusive Collections Available Worldwide

The Gucci Monte Carlo collection will be available through Gucci boutiques around the world as well as on the brand’s official website.

In addition to global availability, dedicated resort selections and exclusive seasonal styles will be offered at Gucci boutiques in Forte dei Marmi, Porto Cervo, Capri, Ibiza, Mykonos, Formentera, Saint Tropez, and Cannes.

These curated collections reflect the unique atmosphere of each resort destination while maintaining the cohesive spirit of the Gucci summer campaign.

Monte Carlo Boutique Receives Exclusive Pieces

Gucci is also offering a special selection available only through its Monte Carlo boutique and online.

The exclusive assortment includes carefully curated ready to wear pieces and accessories inspired by the Monaco campaign, providing shoppers with unique designs that cannot be found in other Gucci locations.

These limited offerings further strengthen the connection between the House and Monaco while creating a distinctive shopping experience for visitors during the summer season.

Gucci Blends Heritage with Modern Luxury

The Gucci Monte Carlo campaign demonstrates how the fashion house continues to celebrate its heritage while embracing contemporary luxury. By revisiting Monaco, honoring the 60th anniversary of the Flora motif, and transforming one of the principality’s most iconic beach clubs, Gucci creates a campaign that blends history, fashion, travel, and lifestyle into a single experience.

From the enduring legacy of Princess Grace’s Flora scarf to today’s immersive beach club activation, Gucci once again showcases its ability to combine storytelling with innovation. The result is a summer campaign that reflects both the brand’s rich history and its vision for modern luxury, offering customers around the world a taste of the unmistakable elegance of Monaco.

Written By: Lydia Kelly

Published: 15th July 2026