Demna’s Gucci Gang Enlists Kate Moss and Emily Ratajkowski for The Beauty and Bag Campaign
Courtesy of Gucci
In a season fatigued by minimalism, Demna’s latest campaign for Gucci embraces logomania with Kate Moss and Emily Ratajkowski.
Doesn’t matter if you’re an active participant or bystander, you can’t deny that as a fashion-conscious society, we’ve reached a boiling point with quiet luxury in 2026. It’s an epidemic, a restraint in style shaped by the domain of copy and paste, that’s taken a chokehold on the “clean girl” aesthetic à la Hailey Bieber and Kendall Jenner.
After months of Carolyn Bessette-inspired minimalism circulating on TikTok after Ryan Murphy’s Love Story, the appetite for modest leather goods embossed only by the faintest trace of a logo is beginning to wane. What once was seen as “old money” elegance is now feeling a little fatigued, particularly in the market of ‘It’ bags.
To battle this influx of homogeneity, Demna has embraced extreme…the “anti-clean girl” aesthetic, with patron saints Kate Moss and Emily Ratajkowski for Gucci’s Beauty and Bag campaign in full head-to-toe logomania, “highlighting the essential role of the Gucci bag within the wardrobe,” according to the brand’s press release.
Lensed by Mert & Marcus, with a film directed by Bardia Zeinali, the shoot turns up the volume of the brand’s distinct sound to the max; Horsebit hardware, the double G monogram, and the red and green web stripe are unmistakably affiliated with the culture of the Gucci universe. This season, the Borsetto and Giglio bags are positioned as the season’s must-haves, designed to be a trusted steed for your everyday needs, from grocery shopping at Shopwise to sneaking drinks into the Annex House in Poblacion.
Whether you like it or not, Gucci is going nowhere in the Philippines, bolstered by figures such as Anne Curtis, Georgina Wilson, Brent Manalo, and Kyle Echarri; there’s no better time to join the Gucci Gang with a loud luxury handbag for all those to see.
Frequently Asked Questions
The newest Gucci Beauty and Bag campaign stars legendary supermodel Kate Moss alongside contemporary model and author Emily Ratajkowski. The campaign serves as a visual celebration of “loud luxury,” leaning heavily into expressive logomania to contrast years of minimal aesthetics.
The 2026 campaign spotlights two primary handbag silhouettes: the Borsetto bag and the Giglio bag. Both styles integrate historic house elements, emphasizing foundational codes such as the classic double G monogram, Horsebit hardware accents, and the iconic red and green web stripe.
The print and digital imagery for the campaign was lensed by the legendary fashion photography duo Mert & Marcus. The accompanying cinematic campaign film was directed by filmmaker Bardia Zeinali, captured with high-energy styling to match the collection’s bold theme.
The campaign directly challenges the dominant “quiet luxury” and “clean girl” aesthetics popularized on digital media. By featuring bold graphics and full logomania ensembles, the creative direction signals a definitive return to maximalist, brand-forward statement dressing.
Gucci continues to maintain a strong luxury retail footprint within the Philippines, championed by high-profile local ambassadors, cultural tastemakers, and stars including Anne Curtis, Georgina Wilson, Brent Manalo, and Kyle Echarri.