Gucci Celebrates Monogram GG with Emily Ratajkowski

Gucci has unveiled its new campaign dedicated to the iconic GG Monogram, set in Cannes and starring Emily Ratajkowski. The American actress and model is captured in a series of images shot with an authentic eye by photographer Daniel Arnold, amid urban glimpses and suspended atmospheres that evoke a sophisticated and universal everyday life. The campaign moves in a refined balance between motion and stillness, between the naturalness of gestures and the power of details. The scenes, set between the city’s alleys and the luminous stretches of the beach, tell the story of a day marked by moments of public intimacy, where the GG Monogram appears as a visual constant, a silent yet recognizable signature. It is present everywhere: on the new bags, on travel silhouettes inspired by the Maison's historical archives, in the Gucci Savoy collection that retraces the brand's origins in the world of luggage. The centerpiece of the campaign is the Gucci Giglio bag, unveiled in preview during the Cruise 2026 show in Florence.

This model pays homage to the lily, the city’s symbolic flower and a distinctive sign since the Middle Ages. The Gucci Giglio was born as a tribute to the Florentine identity of the Maison and was presented for the first time in the historic spaces of the Gucci Archive. The bag embodies the essence of centuries-old craftsmanship and transforms it into a contemporary object, blending historical codes and archival techniques with modern savoir-faire. At the same time, the campaign introduces a new chapter of the Ophidia collection. Inspired by the shapes of Gucci leather goods from the 1970s, the collection stands out for its use of soft and coated GG Monogram canvas, green cotton lining, and shiny gold-tone metal details, including the emblematic Double G. Each bag is crossed by the green-red-green Web stripe, a distinctive signature of the Maison.

The protagonist of this line is the Mini GG, a new compact interpretation of the iconic travel bag, available for pre-order online and in selected boutiques. At the heart of this visual narrative lies not just an accessory, but a language. The GG Monogram is not merely a decorative motif, but an identity symbol that regenerates over time, reaffirming itself in every collection as a living, adaptable element in constant dialogue with the present. More than just an advertising campaign, this is a true reflection on the brand’s legacy and evolution. A GG Obsession, where tradition and modernity intertwine with timeless elegance.