Kate Moss & Emily Ratajkowski Are in Their Gucci Bag

Gucci’s latest campaign focuses on a single message: the bag comes first. Everything else is reduced or removed, keeping attention on the product.

Fronted by Kate Moss and Emily Ratajkowski, the visuals centre on the house’s leather goods, with both women styled to remove distractions. In several images, they appear in lingerie or minimal clothing, holding oversized handbags placed at the centre of each shot. The bag is treated as the main object rather than an accessory, shaping how each image is read.

Emily Ratajkowski – Instagram

Shot by Mert Alas and Marcus Piggott, the campaign keeps its setting simple. There are no detailed backgrounds or layered concepts. The colours are muted, and the composition remains consistent across the series. This repetition keeps the focus on the handbags.

Structured totes and compact top-handle styles appear throughout, presented with minimal styling that highlights texture, hardware and scale. By limiting additional elements, Gucci places emphasis on craftsmanship and recognisable design codes instead of seasonal trends.

Kate Moss – Instagram

The casting is intentional. Moss brings a sense of familiarity, having long been associated with direct, minimal fashion imagery. She appears without heavy styling or added context, which aligns with the campaign’s approach. Ratajkowski, by contrast, reflects a more current media presence. Her visibility is closely tied to self-curation and digital culture, making her a relevant counterpart within the same visual structure.

The campaign also reflects Demna’s direction at Gucci, where attention has shifted towards clearly defined products. The focus on handbags, presented without distraction, points to a strategy that prioritises recognisable, marketable items.

Kate Moss – Instagram

The result is a campaign that avoids overstatement. It does not rely on complex themes or heavy styling. Instead, it presents a controlled set of images built around a single idea, repeated with consistency. For a UK audience familiar with more elaborate fashion narratives, this approach reads as considered and direct.

In practical terms, it reflects how luxury is currently marketed. Individual pieces are given space to carry brand identity on their own. Here, the emphasis is clear: the bag leads, and everything else follows.