In a sun-soaked visual ode to both heritage and evolution, Gucci unveils its latest campaign celebrating the enduring allure of the GG Monogram. Starring Emily Ratajkowski and shot in Cannes, the campaign is a curated portrait of quiet moments and subtle style — from street corners to the promenade’s golden hour.
Photographed by Daniel Arnold, the campaign unfolds with a quiet kind of confidence — at once grounded and effortlessly in motion. It charts a rhythm between the city’s gentle chaos and the stillness of the sea. At the heart of it all is the Gucci Monogram, worn in many different iterations by Emily Ratajkowski — less as a motif, but more as a signature of identity.
Here, heritage finds new form. From the archival leanings of the Gucci Savoy line — classic travel pieces reinterpreted for now — to the debut of the Gucci Giglio handbag, there’s a through-line of craft, care, and quiet innovation. The Giglio, first revealed at the Cruise 2026 show in Florence, draws on the city’s emblematic lily — a motif reimagined in soft curves and sculptural detail.
Created within the walls of the Gucci Archive, where over a hundred years of design lives and breathes, the campaign becomes a study in continuity — of shapes, codes, and identities redefined.
Adding further dimension is a new chapter of the Ophidia collection, revisiting silhouettes from the late ’70s. Signature Web stripes, soft GG canvas, and gold-toned Double G emblems define the edit.
More than a campaign, this is a meditation on evolution — where heritage is not static, but living. As Gucci reimagines the monogram with Emily Ratajkowski front and centre, it reflects a quiet obsession with craftsmanship and identity, and highlights the ever-relevant power of an emblem.
