Shot on the Riviera, Gucci’s campaign pairs Emily Ratajkowski with travel silhouettes and modern classics.
Gucci’s latest campaign opens on a Cannes morning that shifts from city bustle to seaside hush, with Emily Ratajkowski crossing both backdrops in Daniel Arnold’s candid frames. Each shot keeps one motif in play: the GG Monogram, a quiet through-line that links the House’s luggage roots to its present-day handbags.
Arnold follows Ratajkowski as she slips from sun-washed corners to the promenade, the monogram carried on fresh silhouettes and on travel pieces pulled from the Gucci Savoy line, a nod to the brand’s first foray into valigeria. The pattern sits easily on every scene, less an emblem than a habit.
Center stage is the Gucci Giglio, the handbag first shown during Alessandro Michele’s Cruise 2026 presentation in Florence. Named for the city’s lily emblem and introduced inside the historic Gucci Archive, Giglio folds archival codes, heritage techniques, and current craft into a single top-handle shape.
The story widens with new Ophidia styles that echo late-1970s accessories: soft GG-coated canvas, green cotton lining, light-gold Double G hardware, and the Web stripe. A compact Mini GG duffle, now available for pre-order, pushes the pattern’s scale down without losing the attitude of the original holdall.
Guccio Gucci’s first suitcases carried the initials that still stamp these bags; almost a century later the GG reads less like nostalgia than DNA. In Arnold’s lens—and on Ratajkowski’s shoulder—the monogram moves again, proving it is not a relic but a signature that keeps writing itself.
