GUCCI UNVEILS BEAUTY AND THE BAG

Gucci unveils its latest campaign, Beauty and the Bag, featuring Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio. Captured by Mert and Marcus, the portraits and films highlight the instinctive allure of handbags, underscoring their central role in fashion and desire through dreamlike repetition.  

Gucci has launched a striking new campaign, Beauty and the Bag, celebrating the enduring magnetism of its iconic handbags. Supermodel Kate Moss fronts the Borsetto, while Emily Ratajkowski embodies the Giglio, each captured in portraits by renowned photographers Mert and Marcus. The campaign explores the instinctive connection between object and desire, presenting the bag not merely as an accessory but as a defining presence in one’s world.  

The Borsetto is showcased in GG Canvas, brown suede, and black leather, while the Giglio appears in dark brown, black, and classic GG Canvas. Each look is styled in Gucci ensembles that echo the identity of the bags, ranging from minimal elegance to full GG immersion across garments and accessories.  

Extending beyond still imagery, director Bardia Zeinali brings the narrative into motion through a series of videos. Here, the handbags multiply in dreamlike sequences, surrounding Moss and Ratajkowski in an endless accumulation that reinforces the idea of the bag as an essential, almost obsessive presence.  

Through repetition of materials, surfaces, and silhouettes, Gucci illuminates the handbag’s central role within the wardrobe. Beauty and the Bag is not just a campaign—it is a meditation on fashion’s power to transform desire into devotion, with the Gucci bag at the heart of it all.