Demna continues to overhaul Gucci. On the campaign front, the Georgian designer first sought out Catherine Opie for his debut campaign outing. Since then, Demna has gone behind the lens himself, whilst also enlisting Mark Seliger and Michal Chelbin. Mert Alas & Marcus Piggott were called upon for Demna’s inaugural “Beauty and the Bag” campaign, and they’re back once again for Gucci’s latest. Kate Moss and Emily Ratajkowski are out, in favor of Vittoria Ceretti, who features in the second installment of the 2026 Gucci “Beauty and the Bag” campaign. The photographic duo capture the Italian model up against a stark white backdrop for the occasion, with Ceretti shooting a fierce glance down M&M’s lens, toting the Jetset GG Marmont.
Vittoria Ceretti for the 2026 Gucci “Beauty and the Bag” Handbags Campaign
Read below the reactions of theFashionSpot’s forum members:
“Beautiful. A throwback to Tom Ford’s era,” immediately noted tomtakesphotos.
“Back to the good old days,” enthused kokobombon.
“It’s excellent. The problem is the Tom Ford language is already being done much better by Ackermann, in both runway and campaign offerings. This feels like Gucci catching up. Regardless, it’s still a welcome return to form,” Squizree chimed in.
Vogue28 was also very much a fan. “Absolutely love this! A vast improvement over the mainline Fall 2026 campaign, and a step in the right direction for Gucci. It’s got the old-school Tom Ford for Gucci x Mario Testino vibe, which I am 110% here for. The image is minimal, clean, fresh, and downright fierce. Vittoria looks amazing; love that stare!” he voiced.
Yet not everyone was so forthcoming. “The campaign works, but I still think it’s pretty underwhelming. Nothing magnificent or grand, but maybe that’s because the bar was set so low that, for the very first time, it’s not a complete failure,” commented fashionlov.
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