Gucci’s Monte Carlo film makes escape look expensive

Gucci’s Monte – Gucci has launched a new summer campaign set in Monte Carlo, pairing a short film directed by Spike Jonze and Halina Reijn with a cast starring Amelia Gray, Anok Yai, and Kayako Higuchi. The brand frames leisure as a visual lifestyle—pool-to-sea dives, LED-mas

Summer always arrives with a promise. but Gucci’s latest campaign makes that promise feel curated—like you’re meant to inhale the air and never think about laundry. The brand has released a new summer campaign unfolding across Monte Carlo. presented through a series of moments shaped by motion. light. and what the Instagram caption calls “the spirit of escape.” It’s the kind of leisure that looks like it doesn’t require maintenance—no email replies. no friction. no wet clothes left to deal with.

The campaign comes as a short film in which the stakes aren’t plot twists so much as the choreography of not stopping. The brand says the film is captured with motion and light. and that it’s framed by Monaco’s cultural aura—long a setting for fashion and glamour. always moving. Directed by Spike Jonze and Halina Reijn. the film follows a group of friends who appear to be operating under an informal agreement to never be dry. They dive into a pool that leads to the sea, then another pool that somehow leads to a bathtub. The energy keeps spilling outward: they jump fences. climb rocks. and drift past LED-masked figures whose only commitment seems to be aging correctly—visually. aesthetically. and without ever looking like the party ever ends.

The cast anchors that carefully polished abandon. Amelia Gray. Anok Yai. and Kayako Higuchi star in the short. and their presence reinforces how Gucci wants the fantasy to look lived-in while still remaining untouchable. The film doesn’t just sell a mood—it sells movement as luxury, a way to keep going without consequences.

In the wardrobe department, the campaign nudges you back to the basics: a good bag equals a good outfit. The Jackie bag. now approaching myth status. returns alongside the Madison. the Gossip. the Mercato. the Borsetto. and other familiar names. Over it all is Gucci’s Flora motif, marked this year as celebrating its 60th anniversary. The brand notes the print was originally designed for Grace Kelly. then Princess Grace of Monaco—an origin story that doubles as a convenient reason for the house to bring the motif back everywhere this season.

For those looking for smaller cues, the campaign offers its own signals too. As for the Gucci boys, it’s muscle tee season—an update that keeps the fantasy from feeling too distant, even as it remains unmistakably Euro-summer and Monte-Carlo-bright.

The effect is simple and oddly persuasive: Gucci doesn’t show leisure as rest. It shows it as motion—light refracting off water, friends continuing past every boundary, and the surest sign of carelessness being that the look never seems to get ruined.

Gucci Monte Carlo fashion campaign summer campaign Spike Jonze Halina Reijn short film Amelia Gray Anok Yai Kayako Higuchi Flora motif Grace Kelly Princess Grace of Monaco Jackie bag Madison bag Gucci bags culture