Gucci ‘s newest campaign takes place in Cannes , celebrating the ever-iconic GG Monogram. Starring model Emily Ratajkowski , the new visuals are photographed by Daniel Arnold, exploring juxtaposing themes of movement and stillness and presence and ease.

Capturing the campaign’s protagonists as they move through city crowds and the calmness of the beach, the GG Monogram continuously ties everything together. Spotlighting signature silhouettes like archive-inspired Gucci Savoy cases and new handbags, the star of the show is undoubtedly the Gucci Giglio bag.

Debuted during the brand’s recent Cruise 2026 show in Florence, the Giglio pays tribute to the lily emblem that’s been synonymous with the city since medieval times. Paying tribute to the House’s roots, the new silhouette represent

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