Emily Ratajkowski’s Monogram Era Is Here
Cannes, canvas and quiet confidence: the GG gets its groove back with Emily
Gucci is having a major monogram moment – and Emily Ratajkowski is the face of it. The new GG Obsession campaign, shot by Daniel Arnold in the inimitable Cannes sunshine, captures the intimate rhythm of ultra-luxe life – all woven together by the unmistakable glimpse of the Gucci monogram.
Emily does what she does best: makes everything look effortlessly cool. She floats through the scenes like its just another day in the life – a beach moment here, a city corner there – all with the GG monogram front and centre. She debuts the new Gucci Giglio bag (first spotted at the Cruise May 2026 show in Florence), a sculptural piece that’s equal parts vintage and now.
The campaign also revives the Ophidia line with new shapes – mini GG canvas duffles and shoulder bags. Think: vintage vibes, bold web stripes and that classic double-G hardware we all love.
The whole campaign feels like a love letter to Gucci archive- but reimagined for now. With a mix of classic codes and laid-back styling, its proof that the monogram isn’t just back, it never left. Whether you are dressing up or dressing down – there’s a GG piece to match the mood.
And with Emily as the face? Consider us obsessed.
Photography by Daniel Arnold. Styling by Virginie Benarroch. Art Direction by Riccardo Zanola