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Gucci’s Beauty and the Bag Pairs Kate Moss and Emily Ratajkowski in a New Era with Giglio

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.

Published: Mar 25, 2026 10:18 AM

By Ifrah Nadeem

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Gucci’s Beauty and the Bag Pairs Kate Moss and Emily Ratajkowski in a New Era with Giglio

Credit: Gucci

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…

Gucci’s Beauty and the Bag Pairs Kate Moss and Emily Ratajkowski in a New Era with Giglio

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