Gucci unveiled a new campaign centered on the endless appeal of the House’s handbags, exploring the instinctive connection that forms between object and desire. The campaign reflects a singular idea: when a bag becomes part of one’s world, it occupies the mind completely.
To know each bag, one has to know its origins. For the Borsetto, its Italian root words: borsa (bag) and morsetto (horsebit) came to life under Demna’s vision, the bag, with its elongated shoulder straps and a rectangular, zip tote made from soft suede, leather, or monogrammed GG canvas, which first appeared during the Spring 2026 collection. Both the medium and large Borsetto Boston evoke a 90s nostalgic feel, which for every modern Gucci Girl right now is what works for day-to-night excursions.
The Giglio, on the other hand, was named after the lily that has long symbolized Florence, Gucci’s founding city. With this in mind, Demna chose to soften the idea of a tote bag by creating a slouchy bag that can be worn over the shoulder, folded, or tucked under the arm as an oversized clutch.
The campaign was captured by Mert and Marcus. The images feature Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio. Each portrait centers on the connection between the 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 campaign highlights the essential role of the Gucci bag within the wardrobe. Materials, surfaces, and silhouettes repeat across images and film, returning again and again to the bag at the center of it all.
Credits: Artistic Director: Demna | Photographers Endorsed: Mert & Marcus | Director: Bardia Zeinali | Stylist: Dogukan Nesanir | Make Up: Sam Visser | Hair: Cyndia Harvey | Talents: Kate Moss, Emily Ratajkowski
Music: ” Afar – Tell Me More Authors/Composers: Elene Gniß And Joseph Varschen
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