In a world where trends change faster than time zones, Gucci knows the value of staying grounded in legacy. This summer, the Italian fashion house doubles down on its roots by spotlighting one of its most recognizable symbols: the GG Monogram. Equal parts emblem and heirloom, the motif reemerges as the foundation of a breezy yet bold campaign—anchored by Emily Ratajkowski, whose effortless allure channels both Gucci’s Florentine elegance and its forward-facing flair. Shot between the rush of the city and the serenity of the seaside, the campaign positions the GG Monogram not as a relic of the past, but as a travel companion for the present—a stylish constant in a world of shifting scenes. Through it all, Ratajkowski doesn’t just wear the collection; she brings it to life.
Emily Ratajkowski leads a modern-day escape
There’s a quiet confidence in Emily Ratajkowski’s presence throughout the campaign. Whether strolling down cobblestone streets or stretching into the soft light of coastal sun, she navigates each frame with a graceful sense of motion. At her side—sometimes slung over a shoulder, other times clutched in hand—is Gucci’s GG Monogram, appearing on everything from weekender bags to reimagined handbags from the Savoy line.
The campaign reads like a sun-kissed travel diary: urban buzz gives way to seaside calm, crowded piazzas dissolve into open skies. And in each scene, the monogram persists—not overpowering, but affirming. It’s an elegant through-line, echoing a lifestyle of ease, freedom, and timeless style. In Ratajkowski’s hands, Gucci’s signature motif sheds any sense of formality. It becomes part of a sun-drenched summer story—practical, poetic, and deeply personal.
The collection: rooted in heritage, made for movement
While the visuals tell one story, the product tells another: one of craftsmanship, continuity, and evolution. This season’s GG Monogram collection is built around pieces designed to move—with you, and with the spirit of travel. At the center is the Gucci Savoy line, first introduced as a tribute to the brand’s beginnings in luxury luggage. It’s a symbolic return to where it all started: creating beautiful things for people on the go.
The updated Savoy collection features duffels, holdalls, and soft-sided totes that echo classic Gucci shapes while embracing new materials and design tweaks. There’s nostalgia in the archival references—like the house’s bamboo handles and structured silhouettes—but there’s modernity in the execution: lightweight coated canvas, flexible interiors, and contemporary colorways that speak to now.
But the scene-stealer this season is undoubtedly the Gucci Giglio handbag, first revealed during the Cruise 2026 show in Florence. Named after the Italian word for lily (and the emblem of Florence itself), the bag marries symbolic design with sculptural craftsmanship. It’s both a love letter to Gucci’s Florentine roots and a testament to the house’s ability to blend romance and rigor in every stitch.
The GG Monogram, reborn in Ophidia
No Gucci monogram story would be complete without Ophidia, the brand’s vintage-inflected line that nods to 1970s silhouettes. This summer’s Ophidia releases are quietly compelling: smaller crossbodies, vanity cases, and belt bags all feature a soft GG Monogram canvas, trimmed in leather and lined in pale green cotton. There’s an intimacy to these pieces—a lived-in, well-traveled feeling that makes them easy to integrate into any wardrobe.
What’s compelling here isn’t reinvention, but refinement. Gucci doesn’t need to shock to make a statement; it simply elevates the familiar. The Double G logo in polished gold metal and web stripe detailing are less about branding than they are about story—markers of a legacy carried forward with intention. The overall collection is light, tactile, and deeply wearable. This is luxury at ease with itself—designed not to be displayed, but lived with.
Reimagining the classics for a new era
It would be easy for Gucci to treat the GG Monogram as a static brand symbol. Instead, the Summer 2025 campaign presents it as something alive: a motif that carries memories while inviting new ones. The campaign feels especially relevant at a time when fashion is obsessed with the “new.” Gucci gently reminds us that sometimes the most powerful statements are found in what lasts.
By casting Emily Ratajkowski as its lead, the brand smartly leans into a muse who embodies that balance of classic and contemporary. She’s iconic but fresh, recognizable yet ever-evolving—much like the GG Monogram itself. Her styling is unfussy: breezy shirt dresses, raffia sandals, denim shorts paired with oversized blazers. But her accessories are loaded with meaning.
That’s the brilliance of this campaign. It doesn’t just showcase bags. It tells you where they’ve been, and invites you to take them somewhere new.
The emblem that goes the distance
As travel picks up and style becomes increasingly global, Gucci’s GG Monogram feels especially timely. It’s an emblem designed for transition: between places, between moments, between generations. This campaign doesn’t just celebrate a look—it celebrates a lifestyle.
In a summer defined by motion, Gucci’s message is one of rootedness. Your bag doesn’t need to be loud to be powerful. Your style doesn’t need to chase trends to feel current. And some icons—like the GG Monogram—don’t fade with time. They simply gather more meaning. With Emrata as its latest ambassador, the GG Monogram is ready for whatever comes next. The streets, the shores, and every story in between.
The Gucci GG Monogram Summer 2025 collection is now available in Gucci boutiques worldwide and at gucci.com.
