Gucci “GG Obsession” 2025 Campaign with Emily Ratajkowski
Gucci has once again redefined the language of luxury with its latest campaign, GG Obsession, a heartfelt tribute to the enduring power of the GG monogram. This new chapter in the House’s visual storytelling is not just about logo-driven nostalgia. It’s about reclaiming an identity, rooted in heritage, expressed with modern clarity.
Set against the cinematic beauty of Cannes and the French Riviera, GG Obsession repositions the iconic GG motif as more than a fashion statement, it’s a timeless companion. The campaign invites us into a sun-soaked, carefree day in the life of model and muse Emily Ratajkowski, captured in both still and motion imagery that feels both elevated and intimately lived-in.
A Cast of Icons, A Story of Quiet Glamour
Photographed by the ever-observant Daniel Arnold, and directed by Riccardo Zanola (stills) and Harrison Boyce (motion), the campaign balances raw elegance with documentary-style naturalism. Ratajkowski is joined by Kit Butler, together embodying Gucci’s vision of modern nostalgia, effortlessly stylish, present, and subtly powerful.
Styling by Virginie Benarroch, paired with beauty direction from Benjamin Muller (hair) and Aurore Gibrien (makeup), underscores the campaign’s relaxed sophistication.
Introducing the Stars: Giglio & Ophidia
At the center of GG Obsession are two standout accessories that beautifully echo the House’s rich artisanal legacy:
The Gucci Giglio Bag
First unveiled at the Cruise 2026 show in Florence, the Giglio bag is named after the lily (“giglio” in Italian), a centuries-old emblem of the city. It’s spacious yet structured, adorned with Gucci’s signature GG canvas, and features wide, comfortable shoulder straps, designed for everyday elegance with effortless practicality.
The Ophidia Collection
The beloved Ophidia line returns with updated silhouettes, think compact duffle and crossbody forms, finished in coated GG canvas, green cotton interiors, polished gold Double G hardware, and Gucci’s trademark Web stripe. A beautiful bridge between 1970s heritage and contemporary ease.
A Campaign Rooted in Place and Presence
Beyond the product, GG Obsession explores what it means to live with the monogram, not just wear it. The visuals unfold like a daydream: walking through seaside alleys, lounging on terraces, embracing a summer day with poise. The GG motif follows like a second skin, subtle, self-assured, and effortlessly iconic.
Summer in the Hamptons: Celebrating the Monogram
To celebrate the campaign’s launch, Gucci hosted an elegant garden dinner party in East Hampton on July 26, 2025, bringing together creatives, editors, and fashion tastemakers. Long floral tables, Limoncello Spritz, and lobster rolls set the tone for a soirée that felt more like an Italian midsummer than a brand event.
Emily Ratajkowski attended in head-to-toe Gucci, accessorized with the Mini GG handbag ($1,950) and the Giglio large tote ($2,250), a living embodiment of the campaign’s aesthetic: casual, chic, and unmistakably Gucci.
Why GG Obsession Matters
This campaign doesn’t scream, it whispers. And in doing so, it reminds us that true icons never go out of style. They evolve, resurface, and reconnect across generations. The GG monogram is no longer just a hallmark of luxury, it’s a canvas of identity.
Gucci’s GG Obsession isn’t just about a pattern, it’s about permanence.
Explore the GG Obsession collection at Gucci.com or visit select boutiques to discover the latest pieces in person.
Images Courtesy of Gucci
In other campaign news, Nicole Kidman leads Balenciaga’s Winter 2025 Campaign
