Inside Gucci’s Beauty and the Bag Campaign: A New Era of the It-Bag

While 2025 was the year designers made their debuts, cementing new eras for the luxury houses they’ve stepped into, 2026 is the year that new collections hit stores. It’s then that the reaction from the greater public—those outside of the fashion world—begins. How will fans of the brand (both new and old) respond? What will be the next It-bags?

At Gucci, Demna’s arrival has signaled a shift; the magic is back, and Gucci lovers are gravitating toward bags that feel distinct to Gucci’s heritage but with a modern spin. Bags like the Giglio, which dropped with Gucci’s Cruise 2026 collection last year, quickly became a cornerstone design for the House; it is one of the brand’s most beloved new icons.

Gucci’s New Era of Icons: The Giglio and Borsetto

Following its massive success, the Giglio has been reinvented in new sizes and colors, like Gucci Black Denim, suede, and more. What is so beloved about the Giglio is its modern silhouette, melded with House heritage like a distinct Gucci Web and GG Monogram.

Speaking of modern-meets-heritage, the Gucci Borsetto, one of Demna’s first big bag pushes for the House, echoes that same sentiment, evoking a vintage vibe meets contemporary appeal. Though the Borsetto has only been around for a couple of months, it is quickly becoming a new House icon.

Where Heritage Meets Modernity: Inside Gucci’s Latest Campaign

Today, Gucci celebrates the Giglio and Borsetto bags in a new campaign, tailored around the idea that a Gucci bag is a timeless classic, an extension of ourselves. There is a distinct bond between a bag and its wearer, and Gucci has tapped Kate Moss and Emily Ratajkowski to honor that connection.

Directed by Demna and lensed by photographers Mert & Marcus, the campaign images feature portraits of Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio. Both beauties are seen wearing Gucci looks to complement the distinct style and vibe of each bag, honoring the role of a bag within a person’s wardrobe.

Discover more from Gucci’s Beauty and the Bag campaign below and shop Gucci’s icons now via Gucci.