Fresh from walking Demna's debut FW26 runway show, Kate Moss and Emily Ratajkowski – both independent women with a rebellious spirit – have sealed their spot as key figures in Demna's Gucci by fronting the Italian house's latest bag campaign.

Photographed by Mert and Marcus with artistic direction by Demna, the images feature Moss with the Borsetto, a softly structured bowling-style bag featuring Horsebit hardware introduced as part of the house's SS26 collection in GG Canvas, brown suede and black leather. EmRata is photographed with the Giglio: the large, slouchy "carry-all" tote bag designed for the Cruise 2026 collection, first showcased in May 2025, which is presented in dark brown, black and a classic GG Canvas. The styling switches from minimal to full GG maximalism across garments and accessories. Dreamlike videos, directed by Bardia Zeinali, complement the campaign.