In a seamless blend of history, heritage, and high fashion, Gucci unveils its latest campaign—a cinematic ode to the GG Monogram, starring Emily Ratajkowski and captured through the honest lens of photographer Daniel Arnold. Set against the luminous landscape of Cannes, the campaign plays out like a sunlit reverie, framing the model in candid, curated moments that celebrate the monogram as both a statement and a subtle signature.
Ratajkowski walks the promenade in the golden hour and makes impromptu stops at city corners, all while navigating Cannes with a relaxed elegance that reflects the collection’s seamless luxury. Her companions? A collection of accessories with the GG Monogram—modern takes on timeless silhouettes rooted in the House’s illustrious past.
The Gucci Giglio handbag, which was unveiled at the Cruise 2026 fashion show in Florence, is the focal point of this tale. The Giglio honours the city’s floral emblem and pays homage to the House’s Florentine heritage by combining contemporary workmanship with archival inspiration. The Giglio, which makes its debut inside the historic Gucci Archive, is more than just a bag; it serves as a link between Gucci’s handcrafted heritage and its forward-thinking outlook.
By delving further into the Ophidia collection’s design DNA inspired by the 1970s, the campaign also marks the beginning of a new era for the brand. The new items from Ophidia recreate nostalgia with a modern twist thanks to their soft canvas coated with GG Monogram, green cotton inside, and the iconic Double G hardware in light gold. A new compact duffle silhouette that is ideal for the modern lady on the run, the Mini GG handbag is the focal point of this renaissance and is currently available for pre-order online and in boutiques.
As a living emblem of identity, continuity, and creative progress, the GG Monogram is becoming more than just a decorative motif, staying true to Gucci’s founding vision. Generations of workmanship and culture are stitched together by it, from the Giglio and Ophidia of today to travel trunks of the past.
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With Ratajkowski as muse and Cannes as canvas, this campaign is more than a celebration of a logo. It is a celebration of legacy, movement, and meaning—a GG obsession that reflects how far the House has come and where it’s headed next.
CREDITS
Art Director: Riccardo Zanola
Director: Harrison Boyce
Photographer: Daniel Arnold
Stylist: Virginie Benarroch
Make Up: Aurore Gibrien
Hair: Benjamin Muller
Talents: Emily Ratajkowski, Kit Butler
