GUCCI ‘BEAUTY AND THE BAG’ AD CAMPAIGN FEATURING KATE MOSS AND EMILY RATAJKOWSKI
The new campaign spotlights the endless appeal of the handbags and the instinctive connection that forms between object and desire.
April 17, 2026
Gucci unveils the ‘Beauty and the Bag’ ad campaign, Kate Moss fronts the Gucci Borsetto with her signature ease, while Emily Ratajkowski takes on the Gucci Giglio.
“Here they are not opposites, they are lovers,” Demna said at the time, introducing a new set of archetypes, it-girls, and dress codes shaping his Gucci era.
The campaign reflects a singular idea: when a bag becomes part of one’s world, it occupies the mind completely. Captured by Mert and Marcus, the images feature Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio, in portraits that center on the connection between each individual and the bag they carry. The Borsetto appears in GG Canvas, brown suede, and black leather, while the Giglio is presented in dark brown, black, and classic GG Canvas.
Appearing in Gucci ensembles that echo the identity and feel of each bag, the styling moves from minimal to full GG across garments and accessories. The campaign continues through videos directed by Bardia Zeinali, where the narrative shifts into motion, and the presence of the handbags builds, surrounding the protagonists in an endless, almost dreamlike accumulation.
The essential role of the Gucci bag within the wardrobe is illuminated as materials, surfaces, and silhouettes repeat, returning again and again to the bag at the center of it all.
