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·'Gucci Monte Carlo Second Chapter' 2026 Ad Campaign

Model wearing dark sunglasses and a floral print outfit carrying a large patterned tote bag outside a white building.

Tian Xi Wei wearing a light pink tailored suit and holding a tote bag on a balcony overlooking the sea.

Model seated on a quilted bed wearing a black high-neck dress, white loafers, and resting a white shoulder bag beside her.

Model Anok Yai seated in a chrome armchair wearing a black leather jumpsuit and pointed-toe stiletto heels on a parquet floor.

Anok Yai reclines on a leather daybed wearing a black crop top and skirt with an embellished handbag and pointed-toe heels.

Anok Yai poses in a hallway with one leg raised against the doorframe, wearing a black fur coat and holding a Gucci monogram bag.

Model wearing a tailored off-white blazer, matching maxi skirt, black sunglasses, and a monogram shoulder bag by a white sports car.

Blonde model in sunglasses and a black leather jacket carrying a large monogram Gucci tote bag in a wooded outdoor setting.

Blonde woman in a sparkling black halter dress posing inside a luxury car holding a black Gucci Dionysus chain bag.

Model standing on a sunny beach holding a light canvas backpack with red and green web stripes under floral umbrellas.

Model Amelia Gray posing between two ceramic leopard statues on a parquet floor with a Gucci monogram bucket bag.

Amelia Gray seated poolside wearing a black sequin one-shoulder dress with a silver shoulder bag for Gucci.

Gucci 'Gucci Monte Carlo Second Chapter' 2026 Ad Campaign 2026

About

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.