Emily Ratajkowski has a lot to celebrate this week. The newly-minted 34-year-old just rang in her birthday and landed her first official Gucci campaign. Not a bad way to kick off a new year, right?
Shot by New York-based photographer Daniel Arnold, the campaign takes us through the streets of Cannes, capturing the model affectionately known as Emrata in full Gucci mode. And when we say full Gucci, we mean head-to-toe GG monogram. She’s carrying it, wearing it, lounging in it. The vibe is super effortless, almost like she’s been caught mid-day in her natural state, except everything she’s wearing happens to be from one of the most iconic fashion houses on the planet.
The sunny campaign also features British model Kit Butler, who dons the latest travel pieces from the Gucci Valigeria collection.
The campaign introduces the new Gucci Giglio bag, which first made its debut during the Cruise 2026 show in Florence last month. It’s got that structured silhouette that feels both timeless and fresh, especially paired with the signature green and red stripes. Alongside it, we get a new drop from the Ophidia collection, this time inspired by late 70s shapes. Another standout is the Mini GG duffle bag, which you can already preorder online and in stores.
Each shot feels like a candid moment. In one, the model, author, activist, and designer is in the backseat of a car, rummaging through the Giglio bag with headphones tangled around her jeans. Another shot shows her on the beach in a retro one-piece and silk scarf tied at the waist, toting the oversized bag that looks like it could fit her whole life in it. There’s even a scene on a boat, where she’s curled up in a black hoodie and slides, her phone in one hand and her curved monogram bag resting casually next to her.
One of our favorite looks? She’s by an ice cream stand in a full brown outfit, hair wrapped in a silk scarf, snapping pics on a disposable camera. The campaign feels more like a film roll from a stylish vacation than a traditional fashion shoot, and that’s kind of why we love it.
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