GUCCI CELEBRATING THE HOUSE’S MONOGRAM WITH EMILY RATAJKOWSKI

Captured by photographer Daniel Arnold, Gucci invites us into a world where the iconic GG Monogram isn't just a pattern, but a constant companion. The campaign follows people transitioning from their busy, cosmopolitan everyday lives to calm beach afternoons, and the GG Monogram is always there, subtly elevating their style on everything from new bags to cool travel pieces inspired by Gucci's earliest luggage designs.

A big star of this campaign is the new Gucci Giglio handbag. First seen at the Cruise 2026 fashion show in Florence, this bag is a direct nod to Gucci's roots, celebrating the Giglio, the lily emblem tied to Florence since medieval times.

The campaign also brings exciting new additions to the Ophidia collection. These pieces draw inspiration from 1970s bags, featuring the soft GG Monogram canvas, green cotton lining, a polished gold Double G, and the signature Web stripe. A standout is the Mini GG handbag, a compact version of the House's classic duffle, now available for pre-order.

Ultimately, the GG Monogram grew to be a cultural symbol, it adapts, evolves, and endures across time. This campaign is a deep dive into this identity and history, showcasing the true essence of a "GG obsession."