Every fashion house has its own summer fantasy, and for Gucci, this season’s is a homecoming. The shoreline of Monaco’s Larvotto Beach is in bloom, with La Rose des Vents beach club fully-dressed in the House’s iconic Flora motif. Created by Vittorio Accornero in 1966 as a gift for Princess Grace of Monaco, the print turns 60 this year. Gucci is marking the anniversary in the principality that inspired it, taking over the beach club with embroidered loungers, parasols, towels and tableware, alongside an exclusive capsule of ready-to-wear and accessories available only in Monte Carlo and online.
Monaco has long served as visual shorthand for Riviera glamour—from Slim Aarons’ sun-drenched photographs, the seduction of Helmut Newton, to the Grand Prix that keeps the Côte d’Azur in the cultural bloodstream. Photographed by Mark Seliger, the second chapter of Gucci Monte Carlo slips into that lineage. Starring Tian Xi Wei, Amelia Gray, Anok Yai, and Ibrahima Kane, the campaign leaves the beach behind for hotel suites, villas and late-night motorbike rides. Metallic-mesh Jackies, washed black GG denim Giglios and a shimmering Dionysus carry the story into evening, with Flora threading through it all. Six decades after its creation, Gucci’s enduring print looks right at home in Monaco.
