This invisible detail on Emily Ratajkowski is the strength of the Gucci campaign.
Emily Ratajkowski embodies Gucci’s duality in a campaign as elegant as it is strategic. In Cannes, the Italian House celebrates its most recognizable emblem: the GG Monogram, in a subtle, ultra-contemporary staging.
A setting, a muse, a signature
Photographed by Daniel Arnold between the narrow streets of Cannes and golden sunsets, Emily Ratajkowski traverses the city with the grace of a free-spirited silhouette. Each image suspends time, capturing moments both intimate and powerful. Her presence evokes a form of fluid, almost poetic femininity – an allure capable of embracing modernity without betraying heritage.
The GG monogram acts as a discreet but omnipresent narrative thread. It appears on a bag, insinuates itself into a drape, plays with shadows. This motif, born of Guccio Gucci‘s initials, becomes a visual language: a signature, an obsession, an affirmation.
The Gucci Giglio bag: a rising star
Among the strongest pieces, the Gucci Giglio stands out. Unveiled at the Croisière 2026 show in Florence, it pays homage to the House’s birthplace. Its name – “Giglio”, Italian for lily – evokes Florentine heraldry. Designed between archive and modernity, this bag embodies heritage in motion, with the craftsman’s hand echoing the designer’s vision.
The 70s version of the Ophidia collection
Another highlight was the new versions of the Ophidia collection, a bold ode to the 1970s. Supple coated canvas, golden double G, Gucci green lining, central Web stripe: everything is there to redeploy historical codes in a daring format. The Mini GG, a tribute to Guccio Gucci’s luggage, blends nostalgia with contemporary desire.
Beneath its sunny airs, this Gucci 2025 campaign imposes a double-level reading: a celebration of elegance through Emily Ratajkowski, but above all a silent affirmation of a visual myth – the GG.
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