Emily Ratajkowski’s latest appearance in the Gucci Beauty and the Bag campaign demonstrates a calculated evolution of the house's visual identity. Captured by the prolific photography duo Mert and Marcus, the project moves away from typical product placement. It instead focuses on the psychological weight of the accessory. The campaign presents the handbag not just as a tool, but as a central object of obsession.
A specific fitted dark crop top worn during the shoot became the catalyst for significant social media discourse.
The campaign film, directed by Bardia Zeinali, stars Ratajkowski alongside the incomparable Kate Moss. While Moss embodies a seasoned, archival elegance, Ratajkowski represents the current pulse of the industry. The film utilizes dreamlike sequences where monogrammed surfaces and sculptural silhouettes repeat in an immersive loop. It suggests that a beloved object can entirely occupy the wearer's mind.
This is a cinematic exploration of the modern relationship with luxury.
Ratajkowski is the face of the Gucci Giglio. This particular silhouette serves as a tribute to the lily emblem of Florence and the concept of modern sprezzatura. It is a capacious tote designed for the individual who values both utility and heritage. The materials vary from GG canvas to blue and white denim, all anchored by the signature green and red Web trim.
On the other hand, Kate Moss fronts the Borsetto. This Boston-style bag is a clever linguistic and design hybrid. Its name combines borsa and morsetto, referencing the iconic Horsebit hardware that has defined Gucci for decades. The Borsetto features elongated handles and is available in brown suede or buttery black leather. It is a refined contrast to the more utilitarian Giglio presented by Ratajkowski.
The juxtaposition of these two women highlights the multi-generational appeal that the brand currently seeks to maintain.
Behind the scenes, Ratajkowski continues to lean into a provocative aesthetic that challenges traditional styling boundaries. In a series of images shared on March 24, she appeared in a camel colored bomber jacket embellished with the house logo. The choice to omit pants in favor of matching thigh high boots created a silhouette that was both aggressive and sophisticated. It was a masterclass in tonal dressing.
Her hair was kept sleek and straight, providing a clean frame for the heavy textures of the outerwear.
The makeup direction for the shoot favored a defined eye. It was a deliberate choice that complemented the sharp lines of the Borsetto and Giglio bags. In various studio setups, Ratajkowski transitioned from the logo-heavy bomber to a more stripped-back ensemble featuring a brown bra and high-waisted trousers. This versatility is exactly why she remains a favorite for the brand. She can shift from high-octane glamour to studio minimalism with ease.
There is a certain gravity to these images that transcends the usual celebrity endorsement.
Market observers note that this campaign arrives at a pivotal time for the Italian label. By leaning into Florence-inspired motifs like the Giglio, the brand is reasserting its roots. Ratajkowski’s influence on social media provides the necessary reach to bridge the gap between archival respect and modern relevance. Her recent public appearances with Romain Gavras have only increased her visibility in the cultural zeitgeist.
She remains a figure who understands the power of a well-timed visual statement.
The campaign also highlights the return of the Horsebit as a primary design language. By merging it into the Borsetto, the house is betting on the longevity of its most recognizable symbols. Ratajkowski’s ability to sell a narrative of luxury through a simple, daring crop top or an oversized tote is a testament to her professional maturity. She is no longer just a model. She is a collaborator in the brand's storytelling.
Ultimately, this collection of imagery serves as a reminder that fashion is most compelling when it flirts with the line of being too bold.
Frequently Asked Questions
What is the Gucci Beauty and the Bag campaign?
The campaign is a cinematic exploration of the obsessive connection between a person and their handbag. It stars Kate Moss and Emily Ratajkowski and was directed by Bardia Zeinali.
Which photographers captured Emily Ratajkowski for Gucci?
The campaign was photographed by the legendary duo Mert Alas and Marcus Piggott, commonly known as Mert and Marcus. They are known for their high-glamour and highly polished editorial style.
What are the two new bags featured in the campaign?
The campaign introduces the Gucci Borsetto and the Gucci Giglio. The Borsetto features Horsebit hardware, while the Giglio is a tribute to the lily emblem of Florence.
What does the name Gucci Borsetto signify?
The name is a playful portmanteau of borsa, which means bag, and morsetto, which means Horsebit. This refers to the signature gold-tone hardware on the silhouette.
What materials are used for the Gucci Giglio bag?
The Giglio is crafted in various materials including the classic GG canvas, blue-and-white GG denim, and dark brown leather. It is finished with the iconic green-and-red Web trim.
When did Emily Ratajkowski share her behind-the-scenes Gucci photos?
The model shared a carousel of images from the shoot on Tuesday, March 24. These photos included her wearing a logo-embellished bomber jacket and a dark fitted crop top.
Who is Emily Ratajkowski's current boyfriend?
Emily Ratajkowski is currently in a relationship with Romain Gavras. They were first publicly spotted together in November 2025 and confirmed their romance in February 2026.
