MONTE CARLO 2026
Story of Light and Color
Every great image begins with a story.
The cinematic feel of our recent Gucci campaign has deep roots. It’s an aesthetic born from a creative challenge in the 90s, when Mark was tasked with introducing a new era of color photography to Rolling Stone. The magazine’s paper at the time didn’t hold color like the glossy monthlies, so to compensate, he developed a signature approach.
By combining meticulous lighting with an experimental use of films, including chromes, he was able to push the vibrancy and achieve the rich, character-driven results he wanted in print. That process of solving for color became a blueprint.
For the Gucci campaign, we revisited that same blueprint—using a deep knowledge of light, film, and narrative to build a world that felt both timeless and modern.
Challenge
The creative challenge was not simply to photograph Gucci’s Spring/Summer 2026 collection in Monte Carlo, but to redefine what a luxury summer campaign could feel like at a pivotal moment in the brand’s evolution. Rather than presenting Monte Carlo as a glamorous backdrop or aspirational destination, the goal was to create a narrative world centered on attitude, individuality, and the quiet drama of modern luxury.
Solution
Mark’s signature creative approach, driven by character and narrative, provided the ideal framework for bringing that vision to life. Rather than relying on overt spectacle, the imagery draws its power from atmosphere and personality. Subjects were photographed in moments that feel effortless yet intentional, while two of Mark’s signature lighting techniques—developed during his early years shooting color photography at Rolling Stone—brought a richness and timeless quality to the images, bridging photographic heritage with Gucci’s contemporary vision.
With this campaign, Gucci celebrates the 60th anniversary of its legendary Flora print. It was originally designed for Princess Grace of Monaco in 1966.
A summer of possibility is framed by Monaco’s cultural aura, long a stage for fashion, glamour, and those always on the move.
