In the new campaign by Gucci, the bag takes centre stage. Through the lens of Mert Alas and Marcus Piggott, Kate Moss and Emily Ratajkowski embody an almost obsessive bond with two defining pieces: the Borsetto and the Giglio. Rendered in GG Canvas, suede and leather, these designs slip seamlessly into looks that evolve from minimalism to maximalism, reflecting the house’s versatility. The visual narrative, carried into a dreamlike realm in the videos, echoes repetition and desire, positioning the bag as an extension of identity. More than an accessory, Gucci elevates it to an emotional symbol and a staple of the contemporary wardrobe.