Beauty and the Bag

Spotlighting the endless appeal of handbags and the instinctive connection that forms between object and desire.

Starring Global Brand Ambassador NINGNING from aespa for the Paparazzo, Kate Moss for the Borsetto, and Emily Ratajkowski for the Giglio, the campaign reflects a singular idea: when a bag becomes part of one’s world, it occupies the mind completely. Captured by Mert and Marcus, the images center on the connection between each individual and the bag they carry. The Paparazzo is captured in black leather, sand suede, and GG canvas; the Borsetto appears in GG Canvas, brown suede, and black leather; the Giglio is presented in dark brown, black, and classic GG canvas. Appearing in Gucci ensembles that echo the identity and feel of each bag, the styling moves from minimal to full GG across garments and accessories. The campaign continues through videos, where the narrative shifts into motion, and the presence of the handbags builds, surrounding the protagonists in an endless, almost dreamlike accumulation.

The essential role of the Gucci bag within the wardrobe is illuminated as materials, surfaces, and silhouettes repeat, returning again and again to the bag at the center of it all.