In its latest campaign, Beauty and the Bag, Gucci explores the almost obsessive relationship between a bag and the one who carries it—a connection that is instinctive and immediate, shifting from accessory to constant thought.

In front of the lens of Mert and Marcus, two figures embody this narrative: Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio. These are not mere portraits, but a quiet tension between identity and object, where each bag finds its reflection in the person who inhabits it.

The Borsetto appears in GG Canvas, suede, and leather—moving between the classic and the tactile. The Giglio, meanwhile, is presented in a palette of deep blacks and dark browns. Both engage in a dialogue with looks that move from the essential to the absolute: from minimal gestures to full GG statements.

But the campaign does not remain static. In the films directed by Bardia Zeinali, the narrative expands into the dreamlike: bags multiply, surround, and invade. They repeat until they become atmosphere—until they become obsession.

Here, the bag is no longer an accessory. It is the center. The point of departure and return.

Materials, textures, and silhouettes orbit around it in a visual loop that insists: it’s not about carrying it—it’s about thinking it.