What does it look like when icons join forces? In Gucci’s latest campaign, ‘Beauty and the Bag’, we get a pretty compelling answer. The House has enlisted Kate Moss and Emily Ratajkowski to showcase the Gucci Borsetto and Gucci Giglio respectively, with a series of portraits lensed by Mert and Marcus.
The series feel like a fitting extension of Gucci’s new era, under the discerningly disruptive eye of Demna. Each image hones in on the intimate bond between wearer and bag — but in Demna’s universe, the right handbag doesn’t just accessorise a look, it makes it. Perfectly exemplifying this way of thinking are Moss and Ratajkowski clad in simple black underwear — their bags slung over their shoulders. Because who needs a full look when the accessories are this good?
It’s also true that a good handbag tends to outlast everything else in your wardrobe. Trends come and go, but the bag — the one you carry every day and everywhere without thinking — stays. No better is that theory tested than here. Styled in looks that move from pared-back minimalism to full GG immersion, the campaign traces how a single accessory can shift and shapeshift, ultimately becoming the hero piece in your wardrobe rotation.
Of course, Moss and Ratajkowski’s casting is no accident. The duo both appeared on Gucci’s Autumn Winter 2026 runway — a monumental occasion, given it was Demna’s first physical outing at the helm of the House. ‘Beauty and the Bag’ feels like a natural continuation of language he so effortlessly set in motion here; one that picked up from the more overtly provocative era of Gucci under the eye of Tom Ford. Smudged eye-makeup, curve-skimming silhouettes, tousled hair, and a distinct sense of attitude made us feel equal parts nostalgic for that unforgettable era, and excited for the makings of what’s to come.
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