Gucci presents a new campaign focused on the timeless appeal of the House’s bags, exploring the instinctive connection that forms between the object and desire. The campaign reflects a unique idea: when a bag becomes part of a person’s world, it completely occupies their mind.

Captured by Mert and Marcus, the campaign images feature Kate Moss wearing the Borsetto and Emily Ratajkowski wearing the Giglio, in portraits that focus on the connection between each individual and the bag they carry. The Borsetto appears in GG Canvas, brown suede and black leather, while the Giglio comes in dark brown, black and classic GG Canvas.

Dressed in looks gucci that reflect the identity and character of each bag, the styling evolves from minimalist to total GG in garments and accessories. The campaign continues through videos directed by Bardia Zeinali, where the narrative shifts to movement and the presence of the bags intensifies, surrounding the protagonists in an infinite, almost dreamlike accumulation.

The campaign highlights the essential role of the bag gucci inside the locker room. Materials, surfaces and silhouettes are repeated throughout the images and the film, returning again and again to the bag as the central axis of everything.

*Images: courtesy