A bag is never just a bag. It’s an extension of the person who carries it, an object that absorbs identity, attitude and desire. Under Demna’s direction, Gucci continues to explore the relationship between an accessory and its wearer with The Beauty and the Bag, a campaign that places the new Jetset GG Marmont at the centre of its visual narrative.
Photographed by Mert and Marcus, the campaign unfolds in an entirely white palette, extending from the bag to the immaculate trench coat worn by Vittoria Ceretti. Stripped of distractions, the imagery becomes an exercise in reduction, allowing the silhouette, textures and defining details of the design to take centre stage. Against this monochromatic backdrop, the bag emerges as both an object of desire and a statement of identity.
For the new season, the Jetset GG Marmont retains the archival Double G, the emblem that has defined the family since its inception. Rooted in the 1970s and inspired by the initials of Guccio Gucci, the hardware remains one of the House’s most recognisable signatures. Now, the addition of the Web stripe introduces another of Gucci’s most distinctive codes, bringing two elements of its visual heritage together in a renewed expression of the brand’s identity.
Yet the campaign extends beyond the object itself. With Vittoria Ceretti at its centre, The Beauty and the Bag explores the tension between the timelessness of an iconic accessory and the ever-evolving character of the woman who wears it. Ceretti becomes more than the face of the campaign: she embodies a particular attitude, one that gives the bag a life of its own.
This approach resonates with Demna’s ongoing interest in creating characters through fashion. A sensibility already evident in his latest collection, it also surfaces in the beauty direction, where dramatic, dark eye makeup introduces a more subversive edge. The contrast between the campaign’s immaculate white palette and this darker beauty language creates a tension between polish and imperfection, classicism and attitude.
Ceretti’s chapter joins a wider campaign featuring figures from across contemporary pop culture, including Kate Moss, Emily Ratajkowski and Ningning. Different personalities, different ways of inhabiting an image, all connected by the same proposition: that the meaning of a bag ultimately depends on the person who makes it her own.
