Demna continues to experiment in his attempt to propel Gucci to new heights. On the campaign front, the Georgian designer (formerly of Balenciaga) first sought out Catherine Opie for his debut campaign outing. Demna then enlisted Mert Alas & Marcus Piggott (in addition to Kate Moss and Emily Ratajkowski) and went behind the lens himself for the “Generation Gucci” campaign. This time around, with the unveiling of the 2026 Gucci “Monte Carlo” campaign for the summer season ahead, Demna enlists the photographer Mark Seliger. The sun-drenched campaign imagery unfolds across the ultra-glamorous district in the sovereign Principality of Monaco. Featured throughout the Gucci campaign are Amelia Gray, Emma Mae Koch, Kayako Higuchi, Tian Xiwei, Anok Yai, He Cong, Angelina Kendall, and more.

Gucci Monte Carlo Summer 2026 Campaign

Reactions from theFashionSpot’s forum members:

“Not bad!” admitted BalkaniStaCouture upon first look at the campaign.

“Loving this direction for Gucci. Finally looking like luxury,” noted RMDV.

“Must admit that Demna continues to impress me more and more with every passing Gucci campaign. This is fabulous to look at! I love the sense of polish, luxury, and unapologetic glamour. Not to mention the ultra-glamorous Monte Carlo backdrop. Amelia Gray looks fantastic, and that shot of Emma Mae Koch is sublime,” raved vogue28.

Not everyone was so impressed. “It feels very cheap and dated,” critiqued grimesisnotmother.

“Where’s the opulence?” questioned fenty.

“The cast doesn’t exude opulence and lacks power,” complained Gonzalo.

See more from the 2026 Gucci “Monte Carlo” Summer campaign and click here to join the conversation.