Lensed in the hazy sunlight of Cannes, the Gucci GG Monogram campaign unfolds through a day in the life of model and actress Emily Ratajkowski as she navigates the sunny French town, melding moments of chaos and serenity. Whether she’s weaving through city crowds or taking in the coastal sunset glow, there’s an easy grace to her movement in each frame—tied together by the ever-evolving constant of the familiar monogram.

Throughout the campaign, the delicate balancing act between movement and stillness is one that mirrors the enduring ubiquity of the iconic motif as it has evolved over the years, toeing the line between innovation and familiarity. Here, it reemerges over a sweeping continuum of designs, from contemporary mini handbags to revivals of archival travel pieces.

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At the heart of it all? The new Gucci Giglio handbag, first unveiled in Florence during the Gucci Cruise 2026 show. A tribute to the House’s origins in the city of flowers, the monogrammed piece honours the Giglio—the lily emblem that has symbolised Florence’s cultural spirit since medieval times. Merging storied heritage with contemporary craftsmanship, it encapsulates a century of Gucci’s evolution in a single, striking silhouette.

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Elsewhere, the campaign also presents the latest chapter of its Ophidia collection, which seamlessly blends silhouettes of the late-1970s with the House’s signatures—from the iconic Web stripe and green cotton lining to, of course, the GG Monogram. At the forefront is the mini GG handbag, a playful, compact new iteration of classic Gucci duffel silhouettes now available for pre-order. 

Underpinned by Gucci’s ethos of combining tradition and innovation, the new GG Monogram campaign is a testament to the House’s enduring legacy through its visual signatures—constantly reinventing itself, but always rooted in heritage. Here, everything old is new again.