Gucci’s Beauty & the Bag campaign centers on the handbag as a key element of both style and identity. Founded in Florence in 1921, the House has built its reputation on leather goods and accessories, consistently positioning the bag as one of its most important products. In this campaign, the brand bases itself on the simple idea that when a bag becomes part of someone’s daily life, it becomes something they rely on and return to.

Photographed by Mert and Marcus, the campaign features Emily Ratajkowski and Kate Moss. Ratajkowski appears with the Giglio, while Moss is paired with the Borsetto. As one of the defining figures of 1990s fashion, Moss has worked with Gucci during different periods of its evolution During that 90s, Gucci’s image shifted toward a more direct and confident form of luxury, and Moss became part of that visual language.

Photography by Mert and Marcus for Gucci’s Beauty & the Bag campaign

The Borsetto appears in GG Canvas, brown suede, and black leather. Meanwhile, the Giglio comes in dark brown, black, and GG Canvas. Throughout, finishes change, and styling takes the same approach, moving from minimal outfits to looks that incorporate the GG monogram across garments and accessories.

The campaign extends into video, directed by Bardia Zeinali, where both models appear alongside the bags. Under the artistic direction of Demna, the bag is a central object that shapes how the entire look comes together. Over time, the handbag takes on a role that goes beyond styling. In this sense, the bag functions as an extension of the wearer, not only in appearance but also in use, reflecting habits and routines.

Kate Moss by Bardia Zeinali, courtesy of Gucci

Emily Ratajkowski by Bardia Zeinali, courtesy of Gucci