Gucci has always been fluent in glamour—but the brand’s latest campaign set against the soft glow of Cannes proves it’s just as fluent in contradiction.
Starring Emily Ratajkowski and shot by documentary-style street photographer Daniel Arnold, the new visuals celebrate Gucci’s ever-iconic GG Monogram, reframed through themes of stillness and movement, presence and ease.
In a series of images that feel part candid, part curated, we see Emrata glide from cobblestone city scenes to the calm shores of the French Riviera. Whether surrounded by crowds or oceanside solitude, the GG Monogram remains a quiet constant—timeless, tactile, and unmistakably Gucci.
At the heart of the campaign? A showcase of signature silhouettes:
- Archive-inspired Gucci Savoy cases
- New interpretations of the Ophidia collection
- And the campaign’s breakout star: the Gucci Giglio bag
Debuted during Gucci’s Cruise 2026 show in Florence, the Giglio bag is more than just arm candy. It’s a love letter to heritage—named after the fleur-de-lis emblem synonymous with Florence since the Middle Ages. Tapping into over 100 years of craftsmanship, the Giglio balances archival romance with 2026-ready edge.
For the minimalists who love a monogram, the new chapter of Gucci’s Ophidia collection features GG Monogram-coated canvas, forest green cotton lining, and that signature Web stripe that whispers quiet luxury. And yes—the Mini GG duffle has been downsized and redefined for modern wearers.
What happens when a heritage house plays on duality at Cannes? A campaign that feels as thoughtful as it is iconic.
With Emily Ratajkowski as the effortlessly cool muse and the GG Monogram as the ever-present thread, Gucci delivers a visual story that bridges generations—and wardrobes.
Take a closer look at the campaign above and shop the collection now at Gucci.com.
