Gucci

Jul 2026

The Gucci Monte Carlo Second Chapter campaign serves as a masterclass in modern luxury fashion advertising, seamlessly bridging the gap between historical glamour and contemporary edge. Under the creative direction of Demna and the precise art direction of Riccardo Zanola, the project utilizes the sun-drenched backdrop of the Mediterranean to frame a collection defined by both structural rigor and fluid elegance. Photographer Mark Seliger captures a series of images that oscillate between high-end editorial minimalism and cinematic storytelling, leaning into a sophisticated palette that emphasizes the tactile contrast between leather, sequins, and signature house motifs. The ensemble cast, including Anok Yai, Amelia Gray, and Tian Xi Wei, brings a dynamic energy to the compositions, whether posed against the intricate architectural details of a classic villa or amidst the moody, intimate interiors of a luxury hotel suite. Through the integration of natural light and carefully placed cinematic flash, the campaign explores themes of travel and aspirational living. Expert styling by Marie Chaix, coupled with Anthony Turner’s hair and Sam Visser’s makeup, ensures each frame feels curated yet authentic. By blending these diverse settings—from coastal beaches to opulent parquet-floored parlors—the campaign establishes a cohesive visual language that remains firmly rooted in the brand’s heritage while pushing a bold, forward-looking aesthetic that is unmistakably relevant within the current luxury landscape.

Editorial, Commercial

Natural light

Luxury Fashion Houses, Fashion