Key Takeaways
- Appointment: Demna was appointed as Gucci’s creative director in March 2025.
- Campaign Debut: His runway debut occurred during Milan Fashion Week in February.
- Photography Team: Mert Alas & Marcus Piggott captured the 2026 Gucci handbag campaign featuring Kate Moss and Emily Ratajkowski.
- Visual Appeal: The campaign emphasizes the sultry appeal of the Borestto and Giglio handbag styles.
We genuinely do not know where you’ve been, if you weren’t already aware that Demna has been appointed Gucci creative director. The Georgian designer was appointed to the position in March 2025, following the not-so-surprising exit of Sabato De Sarno. In February, during Milan Fashion Week, Demna staged his runway debut as creative director of the Italian fashion house (founded in 1921 by Guccio Gucci). Following a questionable Spring 2026 campaign offering, Demna calls upon Mert Alas & Marcus Piggott to capture the Gucci handbag campaign for 2026. The photographic duo points their lens toward none other than Kate Moss and Emily Ratajkowski, who each ooze unapologetic sex appeal throughout the sultry Gucci campaign imagery, which celebrates the Borestto and Giglio handbag styles.
Kate Moss & Emily Ratajkowski for the 2026 Gucci Handbags Campaign
Read below the reactions of theFashionSpot’s forum members:
“God, I am in love with this. Instantly transported back to the glory days of Frida Giannini’s sultry and glamorous Gucci campaigns. Kate looks terrific, love that dark eye makeup, the hair, the attitude, the stare… it’s ALL working!” raved vogue28.
“Kate is selling the heck out of these bags!” applauded forum member Ihhbl.
MModa shared the same sentiments. “I think that both women look absolutely hot in this campaign. I love this type of photography from Mert & Marcus,” they enthused.
“Kate looks absolutely stunning, no question about that. I’m not even going to lie, it works. She really delivers in this campaign,” heralded badgalcrush.
See more of Kate Moss and Emily Ratajkowski from the 2026 Gucci ‘Beauty and the Bag’ campaign and click here to join the conversation.
