It starts with a look, and suddenly it’s everywhere. Demna's alluring universe is taking over every corner of the house, and in Gucci’s latest campaign, Kate Moss and Emily Ratajkowski dive into a hypnotic story of obsession, style, and a desire that never seems to end.
What if a bag wasn’t just something you carried but something that completely took over your mind? That’s the idea behind Beauty and the Bag, the new campaign by Gucci, where desire isn’t subtle; it’s obsessive. Shot by the iconic duo Mert and Marcus, the visuals lock onto that almost irrational bond between person and object, the kind where one bag suddenly becomes the bag.
Drawn into this orbit, Kate Moss appears with the Borsetto, while Emily Ratajkowski embodies the Giglio: two different energies, one magnetic pull. The styling shifts from stripped-back to full-on GG Canvas, mirroring how these bags slip into your life and quietly take centre stage. In the campaign films directed by Bardia Zeinali, things get even more surreal: the bags multiply, surround, and almost haunt the scene. Not in a scary way, more like a dream you don’t want to wake up from. Because once it’s yours, it’s not just an accessory anymore; it’s all you see.
