Beauty and the Bag: the House introduces a new campaign starring Kate Moss for the Gucci Borsetto and Emily Ratajkowski for the Gucci Giglio

Gucci unveils a new campaign centered on the endless appeal of the House’s handbags, exploring the instinctive connection that forms between object and desire. The campaign reflects a singular idea: when a bag becomes part of one’s world, it occupies the mind completely.

Captured by Mert and Marcus, the campaign images feature Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio, in portraits that center on the connection between each individual and the bag they carry. The Borsetto appears in GG Canvas, brown suede, and black leather, while the Giglio is presented in dark brown, black, and classic GG Canvas. Appearing in Gucci ensembles that echo the identity and feel of each bag, the styling moves from minimal to full GG across garments and accessories. The campaign continues through videos directed by Bardia Zeinali, where the narrative shifts into motion and the presence of the handbags builds, surrounding the protagonists in an endless, almost dreamlike accumulation.

The campaign highlights the essential role of the Gucci bag within the wardrobe. Materials, surfaces, and silhouettes repeat across images and film, returning again and again to the bag at the center of it all.

Credits

Artistic Director: Demna

Photographers Endorsed: Mert & Marcus

Director: Bardia Zeinali

Stylist: Dogukan Nesanir

Make Up: Sam Visser

Hair: Cyndia Harvey

Talents: Kate Moss, Emily Ratajkowski

Music

“Afar – Tell Me More

Authors/Composers: Elene Gniß And Joseph Varschen

(P) Springstoff Gmbh, Worldwide Administered By D6 Music

© Laut & Luise”

About Gucci

Founded in Florence, Italy, in 1921, Gucci is one of the world’s leading luxury brands. Under the leadership of President and CEO Francesca Bellettini and the artistic direction of Demna, the House continues to redefine luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation.

Gucci is part of the global luxury group Kering, which manages renowned Houses in fashion, leather goods, jewelry, and eyewear.

Discover more about Gucci at www.gucci.com