Gucci extends its Monte Carlo narrative with Chapter 2 of the Spring/Summer 2026 campaign, shifting the focus from arrival to the quiet rituals that define life on the Riviera. Under the creative direction of Demna Gvasalia, Monaco is reimagined not as a glamorous destination but as an intimate way of living, where luxury unfolds through effortless moments rather than grand gestures. Photographed by Mark Seliger, the campaign stars Tian Xi Wei, Amelia Gray, Anok Yai, Elisabetta Dessy, Emma Koch, Kayako Higuchi, Felix Friedman, Ibrahima Kane, and Samuel Watson, each embodying an understated sophistication that feels natural, composed, and distinctly modern.

The Gucci Spring Summer 2026 campaign, Generation Gucci, marks a decisive shift for the Florentine house under the direction of Demna Gvasalia, who makes his debut not only as creative director but also as photographer and visual author.

Demna Gvasalia has wasted no time in redefining Gucci. Rather than waiting for the scheduled Milan Fashion Week film premiere, the designer unveiled a 37-image lookbook entitled La Famiglia — his first true declaration of intent at the house. The project reads less like a traditional preview and more like a manifesto, offering an intimate glimpse into what Demna calls “the Gucciness of Gucci”.