GUCCI celebrates its iconic monogram in a new campaign starring Emily Ratajkowski, set against the luminous backdrop of Cannes.

Directed by Harrison Boyce, the campaign film follows the model, actress, and writer throughout a sun-soaked day on the French Riviera, from the lively streets of Cannes to serene moments by the beach and aboard a private yacht. The visuals evoke a breezy spirit of summer travel, with Emily effortlessly showcasing the latest from the Ophidia Collection, while the voiceover narrates her actions.

At the heart of the campaign is the Gucci Giglio bag, which made its first appearance during the Cruise 2026 show in Florence. Drawing inspiration from Gucci’s archival leather goods of the 1970s, the Giglio and its companion pieces feature soft and coated GG Monogram canvas, green cotton lining, and polished gold-tone metal accents, including the iconic Double G. Each design is finished with the Maison’s signature green-red-green Web stripe.

The model was also captured in a series of images shot by renowned photographer Daniel Arnold.