Gucci returns to Monaco with new Monte Carlo campaign and beach club takeover

Gucci has introduced the first chapter of its new campaign, Gucci Monte Carlo, to celebrate its enduring connection to Monaco. 

Unfolding across the famously high-end Monaco district, the first chapter features a star-studded cast including Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane, and Samuel Watson. The campaign aims to capture the essence of Monaco summers, where languid afternoons by the water evolve organically into glamorous nights, and where flowing silhouettes effortlessly shift from day to night with the addition of sharp tailoring and accessories.

Gucci’s iconic Flora motif weaves throughout, a clear nod to the pattern’s diamond anniversary this year. Sixty years after its inception, the composition remains integral to the House’s visual language. In 1966, Rodolfo Gucci commissioned illustrator Vittorio Accornero de Testa to design a unique silk scarf for Princess Grace of Monaco. In response, Accornero de Testa conceived a pattern of flora and fauna rendered in 37 vibrant hues—a motif that would later become one of the maison's most enduring signatures.

This origin story places Flora in direct dialogue with Princess Grace, who remains a revered figure and cultural icon in Monaco. 

To commemorate the maison’s return to Monte Carlo, Gucci has also announced a seasonal takeover of the upscale beachfront destination, La Rose des Vents.

At La Rose des Vents, Flora is front and centre. Guests are immersed in a world of colour and texture, from printed sunbeds and umbrellas to an archway adorned with vibrant blooms.

The takeover of the restaurant-meets-beach-club, located on Larvotto Beach, began in May and will continue through October. 

The collection will be available on gucci.com, in Gucci boutiques worldwide, and across the House’s resort locations in Forte dei Marmi, Porto Cervo, Capri, Ibiza, Mykonos, Formentera, Saint-Tropez, and Cannes, where dedicated seasonal selections and exclusive styles extend the spirit of a Gucci summer. 

A special curation of ready-to-wear and accessories will also be available exclusively at the Monte Carlo boutique and on gucci.com. 

GUCCI.COM