09 Jul 2025
Beneath the shifting light of Cannes, Gucci has unveiled a campaign that feels like poetry in motion, casting Emily Ratajkowski as the embodiment of a quiet yet powerful obsession: the GG Monogram. This isn’t just a logo—it’s a living, breathing symbol of the House’s heritage and its ability to evolve with the times.
Captured through the lens of photographer Daniel Arnold, the new visuals reveal Ratajkowski moving with an effortless elegance between sunlit promenades and city corners. It’s a dance of presence and ease, as each scene underscores how the GG Monogram seamlessly weaves itself into the rhythm of everyday life. From new handbag silhouettes to archival-inspired travel pieces from the Gucci Savoy line, every detail becomes a testament to the enduring power of the brand’s visual language.
One star of this narrative is the Gucci Giglio handbag, first unveiled at the Cruise 2026 show in Florence. Drawing its name from the Giglio, the lily symbol synonymous with the city since medieval times, the Giglio handbag stands as a tribute to more than a century of craftsmanship. It bridges past and present with impeccable artistry, honouring archival codes while embracing modern innovation—a true icon reborn.
The campaign also breathes new life into the Ophidia collection. With inspiration drawn from the late 1970s, these refreshed pieces in soft GG Monogram canvas feature green cotton linings, polished light gold Double G hardware, and the signature Web stripe that defines Gucci’s DNA. Of particular note is the Mini GG handbag, a contemporary reinvention of the House’s classic duffle style now rendered in a compact, modern silhouette and available for pre-order online and in-store.
Rooted in Guccio Gucci’s original vision for valigeria, the GG Monogram transcends mere pattern work. It is a code of identity, resilience, and artistry—a language of luxury that adapts and endures. With this new campaign, Gucci has once again demonstrated that a heritage piece can feel utterly contemporary while remaining steeped in history. It’s more than fashion; it’s a GG obsession waiting to be explored at gucci.com.
