Gucci has launched a new campaign that celebrates the House’s handbags as more than accessories, but extensions of identity, style, and daily life. The concept behind the campaign is simple yet powerful: when a bag becomes part of someone’s world, it occupies the mind completely, shaping how they dress, move, and present themselves.
Photographed by Mert and Marcus, the campaign stars Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio. The styling moves from minimalist outfits to full GG-monogram looks, to reinforce the close connection between each wearer and her bag.
The campaign extends into film, directed by Bardia Zeinali, where the handbags accumulate around the models in a dreamlike sequence. Under the artistic direction of Demna, the bag becomes the anchor of the wardrobe, repeated in materiality, silhouette, and surface throughout images and video.
Moss’ presence is a nod to Gucci’s legacy. She has previously starred in some of the House’s most defining campaigns during the 1990s and also walked in Demna’s first Gucci show earlier this year. While Moss bridges Gucci’s past and present, Ratajkowski brings a contemporary energy, showing how the bags translate across generations.