The elegant Grace de Monaco collection honours the philanthropic legacy of Grace Kelly, with profits benefiting emerging artists of stage and film
Grace Kelly, Princess of Monaco, was an actress and a philanthropist, a style icon and a strong supporter of rising talent in the performing arts. Her son, Prince Albert II, has continued his mother’s legacy since her tragic death in 1982 through the Princess Grace Foundation-USA.
In 2021, the foundation launched Grace de Monaco, a luxury, purpose-driven brand inspired by Princess Grace’s elegance and benevolence. With products created by masters of their craft, the collection features fragrances and accessories such as silk scarves and home decor. One hundred per cent of profits flow back to the foundation in the form of grants for emerging artists in theatre, dance and film.
“The genesis came from Prince Albert II and the foundation’s board,” says CEO Claudia Poccia. The vision was to create a global business model that would provide a sustainable revenue stream for the foundation, so it could continue to provide life-changing grants and preserve the Princess’s legacy of commitment to the performing arts. “From scarves to sunglasses, Princess Grace’s style is classic and eternal; those qualities, along with high-quality craftsmanship, remain imperative to modern-day luxury consumers. Our ‘luxury for good’ business model, much like Princess Grace herself, is at once innovative and timeless.”
A trio of perfumes, part of the initial collection, take direct influence from the Princess’s love of flowers, especially the orchid; after the birth of Prince Albert II, thousands of orchids were sent to the palace. Princess Grace was also fascinated by the art of dried flower collages, and her pressed floral designs have inspired some of the silk prints on the scarves – the scarf being one of the fashion accessories most closely associated with the Princess. Scented candles, housed in elegant flower-sculpted ceramic holders by Jérôme Faillant-Dumas, have followed, and there are plans to move into other sectors, including sunglasses and fine jewellery.
“We have access to Princess Grace’s archives; she is our muse,” says Claudia. “As we ideate, we begin by asking ourselves if it is true to Princess Grace’s discerning taste and style, and if she would wear it today. It’s an honour and a privilege to be this brand’s steward, yet it is also a heavy mantle, as we strive to ensure everything we do is something Princess Grace would be proud of and that delivers the highest experience across every touchpoint.”
To ensure products are of the highest quality, the brand partners with some of the finest artisans who work with the very best sustainable ingredients. The potential is vast, both in terms of products and retail locations, yet Grace de Monaco is currently only available online and in selected luxury retailers such as Harrods. What is important, emphasises Claudia, are the brand’s central pillars: its commitment to emerging artists, the planet, and to the elegance of Princess Grace.
“She is a timeless icon, renowned for her level of sophistication and desire to give back to others,” says Claudia. “Those values remain resonant and relevant, and we want to celebrate her humanitarian efforts, her support of the arts, her philanthropy and her iconic style. Doing good while doing well, being giving and kind, and doing that with elegance and style – that never goes out of fashion. Our job is to bring that forward with modernity and everlasting grace.”