As Demna continues to imprint his vision on Gucci, the designer unveils a new campaign starring Kate Moss, Emily Ratajkowski, and the house’s iconic Borsetto and Giglio bags.

Shot by Mert & Marcus, the images centre on “the connection between each individual and the bag they carry.” Moss first opts for the Borsetto in GG Canvas, its monogram dissolving into her trench and the backdrop behind her. In a second frame, she holds a brown suede iteration as her look is stripped back to minimal brown underwear. Ratajkowski follows suit, carrying a brown GG Canvas Giglio slung across her shoulder, the logo motif extending beyond the accessory and onto her underwear and surroundings. 

The two models have become key figures in Demna’s Gucci world, having both walked his debut FW26 runway show – who can forget Kate in that glittering, embellished black dress.