The fashion landscape shifted decisively this March as the house of Gucci unveiled its latest visual narrative. Titled "Beauty and the Bag," the campaign serves as the first major accessory-focused statement under the creative direction of Demna. It is a cinematic study of fixation. Starring the generational icons Kate Moss and Emily Ratajkowski, the project explores the psychological weight an accessory carries.
Photographed by the legendary duo Mert Alas and Marcus Piggott, the imagery moves beyond traditional product placement. It leans into a surrealist obsession where the object becomes the protagonist.
The campaign marks a significant cultural pivot for the Italian house following Demna’s blockbuster runway debut in Milan last month. By casting Moss and Ratajkowski together, the brand bridges the gap between Nineties heroin chic and the modern digital-first supermodel era. The direction, handled by Bardia Zeinali, utilizes dreamlike loops and repeating monogrammed surfaces to mimic the recursive nature of desire. It is a bold, loud, and unapologetically commercial vision.
The bags are no longer mere accompaniments. They are the center of a self-aware, seductive universe.
At the heart of this release are two distinct silhouettes that redefine the Gucci archive through a contemporary lens. Emily Ratajkowski fronts the Giglio. This capacious shopper is a direct tribute to the lily emblem of Florence and the city’s deep leather-working roots. It is designed for the woman who carries her entire life within her reach. Ratajkowski has described it as a vessel for everything from makeup to her son’s rock collection. It reflects a reimagined sense of modern sprezzatura.
Crafted in materials ranging from classic GG canvas to a striking blue-and-white denim, the Giglio is finished with the iconic green-and-red Web trim. It features a detachable internal pouch for organization. The scale of the bag is intentionally oversized. It commands attention while maintaining a utilitarian edge that fits the current market’s appetite for large, functional luxury.
Kate Moss presents the Borsetto. The name is a playful linguistic hybrid of "borsa" and "morsetto," the Italian word for the brand's signature Horsebit. This Boston-style silhouette is defined by its elongated handles and gold-tone hardware. It feels like a vintage find pulled from the most exclusive archive.
The Borsetto comes in sophisticated finishes like buttery black leather and sand GG canvas. The latter is lined with the archival Diamante motif. This choice signals a return to the "gucciness of Gucci" that Demna has promised to deliver.
This collection represents a sharp departure from the quiet luxury of the previous seasons. The market is now witnessing a return to logomania but with a cynical, self-aware wink. Under Demna, the monogram is treated as an immersive environment rather than a simple pattern. This strategy aligns with the current consumer desire for recognizable status symbols that possess a narrative depth.
The pricing reflects its positioning at the peak of the luxury pyramid. The Giglio starts at approximately $2,450, while the Borsetto is priced near $2,600. These are investment pieces designed to endure the cyclical nature of trends.
Ratajkowski’s involvement adds a layer of modern relatability to the high-concept imagery. She represents the multi-hyphenate woman who navigates the world with a sense of "sexy party-girl energy" tempered by the realities of motherhood and career. Her walk in the Fall 2026 show set the tone for this campaign. It was loud, proud, and deeply connected to the brand’s provocative history.
The verdict on this new chapter is clear. Gucci is once again the most talked-about name in fashion. By merging the archival prestige of the Horsebit with the disruptive energy of its new creative lead, the brand has created a product line that feels both familiar and radical. "Beauty and the Bag" is more than a campaign. It is a manifesto for the next decade of the house.
Frequently Asked Questions
Who are the stars of the Gucci "Beauty and the Bag" campaign?
The campaign stars legendary supermodel Kate Moss and actress-model Emily Ratajkowski. They represent two different eras of fashion history brought together under the house's new creative vision.
What are the main bags featured in the 2026 campaign?
The two primary silhouettes are the Giglio and the Borsetto. The Giglio is a large, shopper-style tote, while the Borsetto is a refined Boston-style bag featuring the signature Horsebit hardware.
Who is the Creative Director of Gucci for this collection?
The collection and campaign were overseen by Demna Gvasalia. He took over as Creative Director of Gucci in early 2025 and made his runway debut for the house in February 2026.
Who photographed and directed the campaign?
The campaign imagery was captured by the famous photography duo Mert Alas and Marcus Piggott (Mert and Marcus). The accompanying campaign films were directed by Bardia Zeinali.
What materials are available for the Gucci Giglio bag?
The Giglio is available in several versions, including the classic beige and brown GG canvas, blue-and-white GG denim, and dark brown leather. Most versions include the signature green-and-red Web trim.
Where was the Gucci "Beauty and the Bag" campaign launched?
The campaign officially launched on March 23, 2026. It appeared across global flagship stores, official digital platforms, and major fashion publications worldwide.
What does the name "Borsetto" mean?
The name is a portmanteau of the Italian words "borsa" (bag) and "morsetto" (Horsebit). It highlights the bag's primary design feature, which is the prominent gold-tone Horsebit hardware.
How much do the new Gucci bags cost?
The Giglio tote bag is priced at approximately $2,450. The Borsetto Boston-style bag is priced around $2,600, depending on the material and finish selected.
