Latest Gucci campaign places the GG Monogram front and center, as model Emily Ratajkowski moves through the streets and seafronts of Cannes. Ratajkowski brings ease and presence to the campaign’s setting, moving between locations without costume or dramatics. Daniel Arnold’s photography avoids high-gloss stylization, favoring moments that feel unforced. Whether walking through narrow streets or standing against open water, the model carries the key pieces from the collection, including the new Gucci Giglio bag, Gucci Savoy cases, and updated versions from the Ophidia line.
First seen during the Cruise 2026 show in Florence, the Giglio bag takes its name from the lily, an emblem long associated with the city. With that historical link, Gucci builds a contemporary shape that refers back to its Florentine origins. The Giglio doesn’t imitate older styles but instead introduces a clean silhouette with refined proportions, built to carry forward one of the brand’s most recognized visual languages.
The campaign also expands on Gucci’s Ophidia line, introducing refreshed pieces constructed from soft GG Monogram-coated canvas. Green cotton lining and the brand’s Web stripe anchor the design, while new shapes extend the existing collection. These items rely on material and proportion rather than embellishment, reinforcing the Monogram’s role as both pattern and structure.
Alongside these pieces, Gucci includes the Mini GG handbag, a compact reworking of the duffle format. The scaled-down silhouette brings travel design cues into daily use, maintaining function while shifting the proportions.
Each image carries the GG Monogram into different contexts, never as decoration, but as part of the structure of the piece. The campaign doesn’t separate location from product. It serves as a surface through which the accessories gain scale and context.
The Gucci Savoy travel pieces also reappear, styled casually but placed with precision. These designs draw from the brand’s travel archive but arrive with updated structure. They serve as a counterpoint to the more compact bags like the Mini GG, offering visual weight and travel-specific function.
