In a fierce set of shots spotlighting the Paparazzo bag

Gucci is back with another chapter of its “Beauty and the Bag” campaign, and this time the drama is fully dialed up. The luxury house continues its exploration of obsession, identity, and desire through accessories, tapping global brand ambassador NINGNING of Aespa to front the latest instalment, a striking showcase of the new Gucci Paparazzo bag.

Following in the footsteps of icons like Kate Moss and Emily Ratajkowski, NINGNING steps into the spotlight with a commanding presence that blends softness with edge. Shot by legendary duo Mert and Marcus, the campaign leans into that intimate relationship between a woman and her bag not just as an accessory, but as a personality statement in itself.

Across a series of high-impact visuals, NINGNING moves effortlessly between aesthetics. One moment she is serving clean, minimal tailoring; the next, she is fully immersed in head-to-toe GG monogram looks. It is a visual play on duality restrained, then maximal, all within the same narrative frame.

At the centre of it all is the Gucci Paparazzo bag, a new silhouette designed with a relaxed top-handle structure that feels equally at home on casual coffee runs and full red carpet moments. It carries all the house codes fans recognise: the classic green-and-red Web stripe, the iconic 1940s Horsebit hardware, and that unmistakable sense of archival Gucci energy.

Crafted in buttery soft leather, the bag comes finished with thoughtful details including a detachable strap, magnetic closure, and a signature leather tag. It is the kind of piece that quietly insists on attention without needing to shout for it.

Check out the powerful images above and head to the brand’s website for more.