Celebrity Names: Emily Ratajkowski & Kate Moss
Brand Name: Gucci
Deal Type: Brand Campaign
Announced: March 23, 2026
Impact: Bolsters Gucci’s refreshed creative era under Demna, reinforces Moss and Ratajkowski as cross-generational fashion leaders, and aligns the Giglio and Borsetto as the house’s next statement staples
- Emily Ratajkowski and Kate Moss headline Gucci’s newly released “Beauty and the Bag” campaign, launched today, March 23, 2026, spotlighting two new handbag silhouettes: the Giglio and the Borsetto.
- Photography was handled by renowned duo Mert and Marcus, with campaign films directed by Bardia Zeinali, blending cinematic portraiture with a focused exploration of desire and identity.
- Kate Moss carries the Borsetto (available in GG canvas, brown suede, and black leather), while Emily Ratajkowski embodies the Giglio silhouette in dark brown, black, and classic GG canvas.
- The campaign films feature both models swimming in a sea of Gucci bags, evoking the iconic rose petal scene from the 1999 film American Beauty, directed by Bardia Zeinali.
Emily Ratajkowski and Kate Moss are proving they are the ultimate Gucci girls. The Italian fashion house officially unveiled its “Beauty and the Bag” campaign, spotlighting two brand-new handbag silhouettes, the Giglio and the Borsetto, with the central idea that once a handbag truly enters your world, it occupies the mind completely.
Shot by Mert Alas and Marcus Piggott, the campaign leans into a clean, almost cinematic aesthetic, with backgrounds covered in Gucci’s signature monogram: a rich, textured setting that frames each look without overpowering it.
Moss is paired with the Borsetto in GG canvas, brown suede, and black leather, while Ratajkowski embodies the Giglio in dark brown, black, and classic GG canvas; both models dressed in full Gucci ensembles that echo the identity of each bag.
Campaign films directed by Bardia Zeinali feature both stars immersed in a sea of Gucci bags, evoking the iconic rose petal scene from the 1999 film American Beauty.
The timing is no coincidence. Just weeks earlier, both models walked Demna’s blockbuster Fall/Winter 2026 debut at Milan Fashion Week, his first official runway show as Gucci’s creative director, where Moss dramatically closed the show and Ratajkowski made one of her increasingly rare runway appearances.
This follows a wave of high-profile luxury fashion moments this year, including Margot Robbie and Kylie Minogue starring in Chanel’s N°25 campaign and Gabrielle Union and Keegan-Michael Key fronting Casamigos’ World Cup 2026 campaign.
Takeaways
This campaign is more than a bag launch, it’s a statement of intent.
Demna is using two of fashion’s most culturally loaded names to anchor his new Gucci era: Moss, who embodies the raw, effortless cool of 1990s supermodel culture, and Ratajkowski, who bridges that legacy with today’s model-as-entrepreneur generation. Together, they send a clear signal, this is Gucci for women who occupy a room, and a bag to match.
The campaign’s central theme of desire and the emotional connection between people and the objects they carry is deliberately aspirational, positioning the Giglio and Borsetto not just as accessories but as extensions of personality and identity. For a house trying to reclaim cultural momentum, this is smart storytelling.
Does seeing Emily Ratajkowski and Kate Moss together make Gucci feel more timeless, more trendy, or both? Which handbag storyline resonates more with you: Moss’s polished Borsetto or Ratajkowski’s easy, slouchy Giglio?
