Emily Ratajkowski Fronts Gucci's New "Beauty and the Bag" Campaign

The model and actress shares the contents of her signature Gucci Giglio tote bag.

Mar. 23, 2026 at 9:08pm

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Supermodel Emily Ratajkowski is the new face of Gucci's "Beauty and the Bag" campaign, where she is photographed carrying the brand's iconic Giglio tote bag. In a recent interview, Ratajkowski shared the eclectic contents of her own Giglio bag, which includes makeup, snacks, toys for her son, and even a collection of rocks.

Why it matters

The Gucci Giglio bag has become a coveted accessory, with the brand's signature monogram print making it a recognizable status symbol. Ratajkowski's role in the campaign highlights how the bag has transcended both high fashion and everyday use, appealing to a wide range of consumers.

The details

In the campaign imagery captured by photographers Mert Alas and Marcus Piggott, Ratajkowski is seen carrying different versions of the Giglio bag in various Gucci monogram prints. The campaign celebrates how the bag can become an integral part of one's personal style and daily life. During the interview, Ratajkowski shared that her own Giglio bag serves as a catch-all, holding everything from makeup and snacks to her young son's growing rock collection.

  • Ratajkowski was photographed for the Gucci campaign in the summer of 2026.
  • The "Beauty and the Bag" campaign launched on March 23, 2026.

The players

Emily Ratajkowski

An actress, writer, and supermodel who is the new face of Gucci's "Beauty and the Bag" campaign.

Gucci

An Italian luxury fashion brand that is the parent company of the Giglio tote bag featured in the campaign.

Demna

The creative director of Gucci who oversaw the brand's recent runway debut that inspired the "Beauty and the Bag" campaign.

Kate Moss

A legendary supermodel who also appears in the Gucci "Beauty and the Bag" campaign alongside Ratajkowski.

Mert Alas and Marcus Piggott

The photographer duo who captured the imagery for the Gucci "Beauty and the Bag" campaign.

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What they’re saying

“It was awesome. I think that it's a weird time for fashion, so it was really cool to be a part of something that was so successfully loud, that hit all the notes of the heritage of the brand, but also had messaging that aligns with Demna's vision.”

— Emily Ratajkowski

“I'm a huge fan. I have a little bit of an archive going of Tom Ford's Gucci. I think it's cool that he's paying homage to that era of Gucci while really making it his own. And I like the collection. I think it delivers a very clear message, which, again, is very hard to do as a brand.”

— Emily Ratajkowski

What’s next

Gucci is expected to continue featuring the Giglio bag in future campaigns and collections as the brand aims to capitalize on the bag's growing popularity.

The takeaway

Ratajkowski's role in the Gucci "Beauty and the Bag" campaign highlights how the iconic Giglio tote has become a versatile accessory that can seamlessly transition from high fashion to everyday use, appealing to a wide range of consumers.