Demna continues to outdo Gucci. On the campaign front, the Georgian designer first sought out Catherine Opie for his first campaign. Since then, Demna has gone behind the lens himself, along with the addition of Mark Seliger and Michael Chelbin. Mert Alas and Marcus Piggott were called upon for Demna’s inaugural “Beauty and the Bag” campaign, and they’re back once again for Gucci’s latest. Kate Moss and Emily Ratajkowski join forces for Vittoria Ceretti in the second installment of the 2026 Gucci “Beauty and the Bag” campaign. The photographic duo captured the Italian model in front of a white backdrop for the occasion, with Ceretti giving a fierce look into the lens of M&Ms while strutting jetset GG Marmont.
Vittoria Ceretti for the 2026 Gucci “Beauty and the Bag” handbag campaign
Read reactions from FashionSpot’s forum members below:
“Beautiful. A return to the Tom Ford era,” immediately noted. tomtexphoto.
“Back in the good old days,” enthused. kokobombon.
“It’s excellent. The problem is, the Tom Ford language is already being done much better by Ackerman in both runway and campaign offerings. It feels like Gucci is catching on. Regardless, it’s still a welcome return to form,” Squizzry Called out.
vogue28 Was also a big fan. “Absolutely love it! A huge improvement over the mainline Fall 2026 campaign, and a step in the right direction for Gucci. It has that old-school Tom Ford to Gucci x Mario Testino vibe, which I’m 110% here for. The image is minimal, clean, fresh, and absolutely fierce. Vittoria looks amazing; she loves staring!” He called out.
Still, not everyone was going to be so forward. “The campaign is working, but I still think it’s pretty weak. Nothing spectacular or grand, but maybe that’s because the bar was set so low that, for the first time, it didn’t fail completely,” commented fashionlove.
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