Gucci casts Kate Moss and Emily Ratajkowski, and that’s all you need to know

There isn’t anything more iconic than Gucci, Kate Moss, and Emily Ratajkowski sharing a single headline, and Gucci knew exactly what it was doing.

Fresh off Demna’s much-anticipated debut for the house, the brand shifts gears from runway spectacle to something more distilled: Less narrative, more instinct. With Beauty and the Bag, Gucci turns its focus to intimacy and to the quiet, almost instinctive relationship between object and desire. At the center are two new handbag silhouettes that feel designed not just to be worn, but desired.

The Borsetto, carried by Moss, is structured, compact, and quietly self-assured available in GG canvas, brown suede, and black leather. It taps into that timeless, slightly disheveled elegance Moss has made her signature for decades. Effortless, but never accidental. And then there’s the Giglio, embodied by Ratajkowski: softer, more fluid, almost sculptural in the way it sits against the body. Rendered in deep brown, black, and classic GG canvas, it leans into tactility and closeness, a bag that doesn’t just complete a look, but merges with it.

Both appear in full Gucci looks styled to echo the attitude of each bag, reinforcing the idea that these pieces aren’t just accessories, but extensions of identity. Not functional add-ons, but emotional ones.

Shot by Mert and Marcus, the visuals are all skin, shadow, and high-gloss intimacy, while Bardia Zeinali translates that same energy into motion through a series of short films. The result sits somewhere between stripped-back luxury and controlled sensuality, a study of the almost irrational pull between object and desire.

It’s not just about the bags (though, yes, we want them).
It’s about the feeling they sell, that effortless, unattainable, slightly dangerous cool.

And honestly?
No one does that quite like Gucci.

Photos: Gucci