Beauty and the Bag

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 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 essential role of the Gucci bag within the wardrobe is illuminated as materials, surfaces, and silhouettes repeat, returning again and again to the bag at the center of it all.