Gucci has unveiled the latest chapter of its Beauty and the Bag campaign, starring Italian model Vittoria Ceretti with the Jetset GG Marmont, a new interpretation of one of the Italian fashion house’s signature handbag designs.
Photographed by Mert and Marcus, the campaign centres on an all-white aesthetic, with the monochromatic palette extending from the bag to Ceretti’s look. The pared-back imagery places the Jetset GG Marmont firmly in the spotlight, drawing attention to its silhouette, texture and defining details.
At the heart of the design is Gucci’s archival Double G emblem, a house signature that has distinguished the GG Marmont since its introduction. Originating in the 1970s, the motif references the initials of the brand’s founder, Guccio Gucci, and remains a defining element of the house’s visual identity.
For the Jetset GG Marmont, the emblem is paired with Gucci’s signature Web stripe, bringing together two recognisable house codes. Combined with the bag’s soft construction, the details lend a fresh character to the familiar silhouette, reinterpreting an established design for a new expression of the brand’s accessories offering.
The latest instalment follows previous chapters of Beauty and the Bag, which has explored the relationship between women and the handbags they carry. The campaign initially featured Kate Moss with the Borsetto and Emily Ratajkowski with the Giglio, before turning its attention to NINGNING, the aespa member and Gucci Global Brand Ambassador, alongside the Paparazzo handbag.
Each iteration places a different Gucci design at the centre of its own visual narrative, examining the appeal of handbags beyond their practical function. Through its focus on distinctive silhouettes, house signatures and individual styling, the campaign considers the personal significance a bag can acquire and the role it comes to occupy in its owner’s world.
With Ceretti and the Jetset GG Marmont, Gucci continues this exploration through a restrained visual approach that allows the design itself to take precedence. The combination of archival references and contemporary styling underscores the house’s ongoing engagement with its heritage, while presenting a familiar emblem and signature stripe in a new context.
The latest campaign further positions the handbag as both a defining accessory and an expression of personal style, reinforcing the enduring connection between Gucci’s established codes and its evolving accessories collections.
