Demna is constantly experimenting in his effort to take Gucci to new heights. On the campaign front, the Georgian designer (formerly of Balenciaga) first sought out Catherine Opie for his first campaign. Demna then joined Mert Alas and Marcus Piggot (in addition to Kate Moss and Emily Ratajkowski) and went behind the lens himself for the “Generation Gucci” campaign. This time, with the unveiling of the 2026 Gucci “Monte Carlo” campaign for the summer season, Demna has enlisted photographer Mark Seliger. The sun-drenched expedition fantasy unfolds in the ultra-glamorous district of the sovereign Principality of Monaco. The full Gucci campaign stars Amelia Grey, Emma Mae Coach, Kayako Higuchi, Tian Ziwei, Anok Yai, He Kang, Angelina Kendall and more.
gucci monte carlo summer 2026 campaign
Read the reactions from FashionSpot’s forum members below:
“not bad!” accepted Balkanista Couture Get a first look at the campaign.
“Very much like this direction for Gucci. Ultimately, looking like luxury,” noted rmdv.
“I have to admit that Demna continues to impress me more and more with each passing Gucci campaign. It’s fantastic to look at! I love the feeling of polish, luxury and unattainable glamour. Not to mention the ultra-glamorous Monte Carlo backdrop. Amelia Gray looks fabulous, and that shot of Emma Mae Coach is fantastic,” praised vogue28.
However, not everyone was so impressed. “It looks very cheap and old,” grimacenotmother Criticized.
“Where is Aishwarya?” questioned fenty.
“Artists are not in abundance and they lack power,” Gonzalo Complained.
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