KATE MOSS AND EMRATA ARE SUBMERGED IN DOUBLE Gs FOR GUCCI’S NEW BAG CAMPAIGN
Written By: Khansaa Houlbi
A literal fever dream where the Borsetto and Giglio transcend the look to become the entire world.
Let’s be real: when you find the bag, it’s not just an accessory – you appropriate it so much that it becomes a personality trait. Gucci‘s new “Beauty and the Bag” campaign, shot by Mert and Marcus, taps into that hyperfixation we all get when a new bag enters the rotation. You know the vibe: you’re so obsessed (or just so used to it) that you can’t be bothered to swap your stuff into a different purse for months. All of a sudden, this one bag is housing your entire life, from your favorite lip combo to random crumpled receipts, all while making you look significantly more “put together” than you actually feel.
Courtesy of Gucci
Courtesy of Gucci
Fronting this obsession are two eras of the ultimate “It Girl”, Kate Moss and Emily Ratajkowski (EmRata). After both stars recently broke the internet on the runway – Kate in that crystal G-string and EmRata giving us legs for days in sliver mini-chrome – it’s only right they’re back with the House. They’re the quintessential Gucci girls, submerged here in Double Gs. The Borsetto – a clever, horsebit-inspired silhouette – takes center stage in buttery brown suede and GG Canvas, while the Giglio, a slouchy, “fits-everything” tote named after the lily of Florence, is presented in dark brown, black, and classic monogram. Across the shots, the desing of each bag lends itself to the backdrop, with the styling of the Gucci pieces perfectly complementing the bags in all their various colors and iconography.
Courtesy of Gucci
Courtesy of Gucci
The whole thing comes to life in these trippy, fever-dream films by Bardia Zeinali, where the bags multiply and surround the girls in a rhythmic loop. It’s a visual representation of that “can’t-stop-thinking-about-it” feeling you get when you crush so hard on a bag that’s sitting in you cart and you’re just waiting for a reason to click buy – or that feeling when you finally have the bag and you can rave about for weeks. Or, as Gucci put it simply in their official statement: “When a bag becomes part of one’s world, it occupies the mind completely.”
Whether you’re going full GG monogram maximalist or keeping it low-key with classic black leather or brown suede, the message is clear: a truly great bag has the power to become your entire world, not just an add-on accessory.
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