They say ‘never forget where you came from.’ Easier said than done, of course, but Gucci offers a compelling reason to do so. The House’s new campaign, dedicated to the GG Monogram, is a commitment to the brand’s endemic roots: both Florentine and freighted. 

Courtesy of Gucci / Photography Daniel Arnold

Model and actress, Emily Ratajkowski, stars in the campaign, seen traipsing through the city’s teeming streets before joining Brit beauty, Kit Butler, at a much more desirable seaside. And in a city of contradictions, where there is at once too much (crowds, noises, smells) and not enough (sidewalk, parking spots, seats at the coffee shop moonlighting as a wine bar), the campaign highlights the battling movement and stillness essential to every bustling metropolis. So, off Emrata goes, through the clamor to the calm of the beach, clutching the GG Monogram.  

Courtesy of Gucci / Photography Daniel Arnold

The campaign comes alongside a collection in tribute to the House’s emblem. New handbags and archival-inspired travel silhouettes from the Gucci Savoy line — there’s that nod to its roots, the Savoy line traces back to the brand’s beginnings in luggage — are swathed in the instantly recognizable GG motif. 

Courtesy of Gucci / Photography Daniel Arnold

The recently debuted Gucci Giglio handbag, unveiled during the Cruise 2026 fashion show in Florence, pays homage to the House’s Florentine origin, celebrating the giglio, or lily, emblem synonymous with the city since the days of the Medici. Heritage techniques are paired with modern craftsmanship, while over a century of artisanal mastery and expressive design informs every stitch. 

Courtesy of Gucci / Photography Daniel Arnold

The GG Monogram also introduces a new chapter of the Ophidia collection, the brand’s vintage-inspired line drawn from the handbag and accessory silhouettes of the ‘70s, with new pieces exhibiting a soft GG Monogram coated canvas, delicate green cotton lining, and the Double G emblem in polished light gold metal. 

The GG Monogram Selection is available at gucci.com. 

Courtesy of Gucci / Photography Daniel Arnold