Gucci + Emily Ratajkowski = GG obsession

If there is someone capable of walking around Cannes as if the promenade was her runway, that is Emily Ratajkowski. And if there’s one brand that can turn a simple bag into a statement, it’s Gucci. Together, they have created a visual fantasy that screams GG OBSESSION.

With the golden light of the sunset filtering through yachts, tourists and the occasional paparazzi, Gucci gives us a new campaign that makes Emrata the muse of the GG Monogram. The streets and beaches of Cannes become the backdrop for an ode to fashion’s most recognizable logo, which blends in with the blue coast city without losing an ounce of prominence.

Photographed by Daniel Arnold and with art direction by Riccardo Zanola, the campaign achieves something difficult: making the monogram feel casual, almost domestic. As if wearing a Gucci archive piece while sipping an ice cream in front of the sea was the most natural thing in the world. Because for Emily, it probably is.

Among the highlights of this campaign is the new Gucci Giglio, presented for the first time at the Cruise 2026 fashion show in Florence. Inspired in the Florentine giglio – that lily that seems to be taken from a Renaissance gargoyle – the bag exudes savoir-faire and tradition but with a very modern twist.

The legendary Ophidia line is also relaunched, with new formats that look like something out of a seventies trunk but redesigned to fit perfectly with your selfie at the airport. Coated canvas, gold GG, green lining and, of course, the red and green triband as the brand’s iconic seal.

And if mini versions of everything are your thing, the Mini GG is here too. The new design reinterprets the classic travel bag with a more compact silhouette, ready to accompany you at any time: from brunch to a weekend getaway on a Ducati.

So yes, Emily looks fabulous. But the real protagonist here is that pattern that nowadays needs no introduction. A symbol that has been saying “this is Gucci” for more than a century without opening its mouth.