Gucci celebrates 60 years of Flora with a summer takeover in Monaco

Monte Carlo has long been fashion’s most glamorous backdrop and this summer, Gucci made it entirely its own. With a new campaign unfolding across Monaco and a seasonal takeover of La Rose desVents beach club, the House has turned the Riviera into a stage for its latest celebration of summer.

The campaign moves through pools, open water, and sun-drenched coastlines, capturing a cast that includes Tian Xi Wei, Amelia Gray, and Anok Yai in moments shaped by motion, light, and the promise of escape. Rather than a portrait of leisure, it presents summer as a season of possibility—where the next destination, encounter or adventure always feels just within reach.

But Gucci’s relationship with Monaco runs deeper than a single season. It dates back 60 years, to watercolour and a silk scarf.

In 1966, Vittorio Accornero was commissioned by Rodolfo Gucci to create a gift for Princess Grace of Monaco. What he returned with eventually became one of the House’s most enduring motifs: Flora. A field of blossoms, insects, and berries rendered in 37 distinct colours across silk, Flora has remained central to Gucci’s visual language ever since, evolving across generations while retaining its romantic spirit. What better place to celebrate it than Monaco, the city forever woven into flora’s origin story.

The House’s seasonal takeover of La Rose des Vents transforms the beach club into an immersive Riviera escape, where the Flora universe extends beyond the wardrobe into the environment itself—colour, texture, and bloom at every turn. Running from May through October, the installation celebrates both Gucci’s return to Monaco and Flora’s 60th anniversary. On June 6, the House hosted an intimate gathering at the club, bringing together friends and guests for an evening of effortless glamour.

The wardrobe answers the campaign’s spirit with sharp tailoring, flowing Flora-adorned silhouettes, everyday separates and relaxed denim. Accessories carry the story further through the Gucci Jackie, Venice, and Gossip handbags, alongside the Mercato, Madison, and Melrose styles, as well as GG Monogram travel pieces designed for summer journeys.

A special selection of ready-to-wear and accessories in shades of red, available exclusively at the Monte Carlo boutique and online, marks the occasion. Beyond Monaco, dedicated seasonal selections continue the narrative across the brand’s resort destinations, from Capri and Mykonos to Saint-Tropez, Cannes, and Forte dei Marmi.

Summer, for Gucci, is never just a season. It is a state of mind. And Flora, as ever, remains its most eloquent expression.

This article originally appeared in Harper's Bazaar India's June-July 2026 print issue.

Image credits: Courtesy the brand

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