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In the campaign celebrating Gucci’s iconic GG Monogram, Emily Ratajkowski features as a prominent presence, embodying the timeless elegance and modern allure of the brand’s signature motif.
Jun
In the golden sunshine of Cannes, Gucci unveils a poetic new chapter to celebrate its iconic GG Monogram motif. The GG Monogram campaign features Emily Ratajkowski as a visual love story, inviting fashion enthusiasts into a universe where heritage and everyday movement intertwine, creating a captivating narrative of timeless elegance and contemporary style.
Under the lens of photographer Daniel Arnold, Emily Ratajkowski appears through a series of cinematic moments—sometimes gliding through the vibrant city life, other times in peaceful serenity on the beach. On this journey, GG Monogram designs serve as her confidants—elements that connect and evoke emotion. The campaign’s collection spans from new handbags to luggage from the Gucci Savoy line, all inspired by the brand’s rich archival history, paying homage to Italy’s heritage of high-end luggage craftsmanship.
The focal point of the campaign is the debut of Gucci Giglio, the new handbag introduced during the Gucci Cruise 2026 show in Florence. Inspired by the lily flower, a symbol closely associated with the city since medieval times, Gucci Giglio is a tribute to the birthplace of the brand. Unveiled at the Gucci Archive, this bag embodies over a century of craftsmanship, where every stitch reflects a spirit of innovation within the framework of tradition, celebrating the rich heritage and ongoing evolution of Gucci.
The campaign also marks the return of the Ophidia line, featuring designs inspired by the shapes of bags and accessories from the late 1970s: soft GG monogram canvas, green cotton lining, gold-tone metal Double G hardware, and the signature Web stripes. Especially notable is the Mini GG, a scaled-down version of the iconic duffle bag, serving as a fresh highlight that embodies practicality, elegance, and the quintessential Gucci spirit.
