Gucci has just launched the first chapter of its new Monte Carlo campaign – a lively, spontaneous ode to the summer season. A multi-media rollout, the campaign leans into the freedom and possibility that inhabits the sunnier months, as well as celebrating the 60th anniversary of the Flora motif. In turn, a rich, lush scenery backdrops the cast’s playful excursions, which sees them dive headfirst into pools and splash around in the ocean.

Flowing silhouettes, sharp tailoring and everyday separates are accessorised with key Gucci accessories like the Jackie handbag and the GG Monogram duffel, presenting a vision of theatrical opulence with a dash of humour, reflecting Demna’s modus operandi since assuming the role of the house’s creative director.

gucci.com