Gucci’s “Beauty and the Bag” Campaign Stars Moss & Ratajkowski
Fronting the new Borsetto and Giglio bags.
Summary
- Gucci’s “Beauty and the Bag” campaign stars Kate Moss and Emily Ratajkowski fronting the new Borsetto and Giglio bags
- Directed by Bardia Zeinali, the campaign film blends nostalgia, fashion heritage and modern allure
Gucci’s latest “Beauty and the Bag” campaign, captured by the legendary photography duo Mert and Marcus, presents a cinematic exploration of the profound, almost obsessive connection between an individual and their handbag. Starring supermodel fashion icons Kate Moss and Emily Ratajkowski, the campaign reflects the singular idea that a beloved accessory can occupy the mind completely.
Directed by Bardia Zeinali, the campaign film transitions from minimal portraits to dreamlike sequences where the monogrammed surfaces and sculptural silhouettes of the house’s latest icons – the Borsetto and the Giglio – repeat in an endless, immersive loop.
Represented by Ratajkowski, the Gucci Giglio – named after the lily emblem of Florence – debuted as a tribute to the house’s Italian roots and a reimagined sense of “modern sprezzatura”. This capacious, tote-inspired bag is crafted in varied materials, including GG canvas, blue-and-white GG denim, and dark brown leather, all finished with the signature green-and-red Web trim and a detachable internal pouch.
Meanwhile, Moss fronts the Gucci Borsetto, a refined Boston-style silhouette whose name playfully merges borsa (bag) and morsetto (Horsebit). The Borsetto is defined by its elongated handles and gold-tone Horsebit hardware, available in sophisticated finishes like brown suede, buttery black leather, and vintage-inspired sand GG canvas lined with the archival Diamante motif.
Check out the new campaign video below and head over to Gucci’s flagship stores and official website to explore the new bag silhouettes.
