The American model leads a visual narrative that blends movement and stillness to pay tribute to the Italian house’s classic codes.
Gucci has unveiled its latest campaign centred on the legendary GG monogram, set against the stunning backdrop of Cannes. Captured by photographer Daniel Arnold, the campaign’s aesthetic aims to reflect the duality between urban energy and coastal serenity, with Emily Ratajkowski as its striking protagonist.
Set between bustling city streets and the calm of the seaside, the campaign highlights the versatility of the collection. Standout pieces include designs inspired by the historical archives of the Gucci Savoy line, alongside new handbags that reinterpret the house’s signature motifs. At the heart of the collection is the Gucci Giglio bag, recently introduced during the Cruise 2026 show in Florence, which pays homage to the lily—Florence’s emblem since the Middle Ages.
The launch also marks a new chapter for the Ophidia collection, featuring bags crafted from GG monogram-coated canvas, green cotton linings, and the iconic Web stripe. The range also introduces a mini version of the GG duffle bag, offering a more compact take on the classic silhouette.
The full collection is now available on Gucci’s official website.
