Emily Ratajkowski Is the Star of Gucci's New GG Monogram Campaign

Gucci heads to Cannes with a campaign that feels like pure cinematic seduction. Fronted by Emily Ratajkowski and captured through the raw, documentary-style lens of Daniel Arnold, the new visuals bring effortless sensuality and bold nostalgia to the forefront — all tied together by the House’s iconic GG monogram.

Shot against the glamour of Cannes’ coastline, the campaign plays with contrasts: chaos and calm, movement and stillness, fame and anonymity. Ratajkowski moves through bustling crowds and quiet beachfronts, embodying the modern Gucci muse — unapologetic, independent, and always camera-ready.

At the center of the story? The Gucci Giglio bag. First revealed during the brand’s Cruise 2026 show in Florence, the new silhouette is a poetic homage to the city’s centuries-old lily emblem. Delicate yet grounded in legacy, the Giglio is more than just a bag — it’s a love letter to Italian heritage and craftsmanship.

Other campaign highlights include new additions to the Ophidia collection, featuring soft GG monogram-coated canvas, rich cotton lining, and the signature Web stripe. The Mini GG handbag, a refined reinterpretation of the duffle, also makes its debut — compact, classic, and made for a new generation.