ECHO OF AN IDENTITY

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Beauty and the Bag: the House unveils a new campaign starring Kate Moss for the Gucci Borsetto and Emily Ratajkowski for the Gucci Giglio.
Gucci introduces a campaign dedicated to the timeless allure of its handbags, exploring the instinctive bond between object and desire. At its core lies a simple idea: when a bag enters someone’s world, it begins to fully captivate their mind. Photographed by Mert and Marcus, the campaign features intimate portraits highlighting the connection between each woman and her bag. Kate Moss embodies the Borsetto, while Emily Ratajkowski carries the Giglio. The Borsetto appears in GG canvas, brown suede calfskin, and black leather, while the Giglio comes in dark brown, black, and GG canvas. Gucci silhouettes echo each model’s identity, balancing minimalism with the omnipresence of the GG motif. The campaign extends into films directed by Bardia Zeinali, where the narrative becomes more immersive and surreal.
The bags multiply, surrounding the protagonists in an almost dreamlike accumulation.
Across images and moving visuals, materials, textures, and lines repeat, constantly drawing the eye back to the bag as the ultimate centerpiece.

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