Gucci "GG Monogram" Ad Campaign

Review of Gucci “GG Monogram” Ad Campaign by Art Director Riccardo Zanola, Director Harrison Boyce, and Photographer Daniel Arnold with models Emily Ratajkowski and Kit Butler

Photographed by Daniel Arnold and directed by Riccardo Zanola and Harrison Boyce, Gucci’s latest campaign frames its signature GG Monogram not as a seasonal trend but as a living visual language—one that slips easily between nostalgia and modernity, function and fantasy. Set in Cannes, the campaign blends the warmth of daily life with moments of cinematic flair, positioning the Monogram as both a travel companion and an identity marker.

Emily Ratajkowski and Kit Butler move fluidly between coastal glamour and casual intimacy: curled up on a boat, wading through waves in a suit, or casually retrieving lipstick from an Ophidia crossbody. These curated moments, styled by Virginie Benarroch, trade in aspirational spontaneity. Whether framed by golden-hour haze or the cluttered contents of a well-traveled bag, the GG logo never fades into the background—it becomes the story.

The campaign highlights new iterations of the Gucci Giglio and Ophidia lines, both deeply rooted in house heritage. The Giglio, debuting post-Cruise 2026, nods to Florentine craftsmanship with a clean silhouette and archival grace. Meanwhile, the Ophidia pieces draw from ‘70s-era shapes and materials: coated canvas, Web stripes, polished gold hardware. A standout is the mini duffle, which cleverly compresses travel nostalgia into a petite, lifestyle-ready object.

The campaign’s tone—nostalgic, relaxed, deliberately unpolished—marks a continuation of Sabato De Sarno’s approach to brand storytelling. There’s no overt spectacle, just a steady reassertion of icons through daily rituals. The GG Monogram is not reimagined here; it’s reinforced.