Gucci is dialing up handbag desire with a new Beauty and the Bag campaign that casts Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio, to explore how a bag can completely occupy the mind. The imagery and film, released under Creative Director Demna, center on the instinctive, almost obsessive connection between women and the bags they carry, positioning the two silhouettes as modern Gucci icons.
Beauty and the Bag: the Concept
On Gucci’s official campaign page, Beauty and the Bag is described as a study of the endless appeal of the handbags and the instinctive connection that forms between object and desire, suggesting that once a bag becomes part of someone’s world, it occupies the mind completely. The portraits focus tightly on each woman and her bag, with styling, backdrop and body language all designed to dramatize that bond rather than distract from it.
The photographs by…
Mert Alas and Marcus Piggott are intimate and sultry, echoing the glamorous, high impact handbag campaigns that defined Gucci in earlier eras while feeling firmly of the present.
A companion film directed by Bardia Zeinali extends the narrative into motion, following Moss and Ratajkowski in vignettes where the Borsetto and Giglio act as visual anchors for their looks and movements.
Kate Moss and the Borsetto For the campaign, Kate Moss fronts the Borsetto, a rectangular shoulder bag shown in GG Canvas, rich brown suede and smooth black leather.
In one image, Moss wears the monogrammed Borsetto against a trench and backdrop that echo the GG pattern, visually blurring the boundary between bag, body, and environment. In another, she pairs a suede version with minimal brown lingerie, stripping styling back so the texture of the bag and the model’s gaze carry the frame…
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