Gucci uplifts GG Monogram in throwback campaign

June 9, 2025

The label is looking to two frequent luxury luminaries to embrace its central icon. Image courtesy of Gucci/Daniel Arnold

By Zach James

Italian fashion label Gucci is shining a light on a signature house motif.

On June 5, the brand launched its latest campaign, GG Obsession, showcasing the GG Monogram across various handbags, luggage and other accessories for both men and women. To highlight these specialized selections, the maison enlisted a cast of runway regulars, including American model and actress Emily Ratajkowski as well as British model Kit Butler.

All in the details
GG Obsession captures its stars in the French Riviera, following them throughout their day along the coasts of Cannes.

Shot by American photographer Daniel Arnold, the campaign stills showcase the many products featuring Gucci’s signature icons, with Ms. Ratajkowski and Mr. Butler pictured utilizing the items in their everyday life.

Gucci presents GG Obsession

Across city streets, beaches, pools and several private moments in cars, the duo sport the recently-released Giglio handbag, pieces from the Savoy travel collection and a new take on Ophidia collection. The fresh selection of accessories features a design meant to harken back to the work of founder Guccio Gucci, including his initialed monogram, which has gone on to be a staple of luxury culture and the centerpiece of the maison’s latest promotional content.

The talents are also seen in separate campaign films, directed by American filmmaker Harrison Boyce. Each of the videos carries on the day in the life format established in the stills, the Gucci bags and luggage serving as the models’ companions from sunrise to sunset.

For Ms. Ratajkowski, this begins with her unwinding in the car before being swarmed by press and fans as she strolls through the city; eventually, she makes her way to a private yacht, allowing her to decompress again. Mr. Butler’s segment leans on his relative lack of a public persona, contrasting the constant hustle and bustle of his co-star to the 27-year-old’s laid-back schedule.

Each of the films includes narrations meant to mimic those of a news broadcast, breaking down the events through the cast members’ days. Image courtesy of Gucci/Daniel Arnold

To coincide with the marketing launch, Gucci has unveiled specialized selections of GG Monogram accessories for both men and women.

Vintage appeal
The new initiative also continues a marketing narrative seen in other recent releases.

GG Obsession features the artistic direction of Riccardo Zanola, a frequent collaborator of Gucci’s previous creative director, Sabato De Sarno. Mr. Zanola brings a throwback feel to the advertisements, evoking advertisements and product silhouettes of the 1970s, a decade that the spotlighted Ophidia collection also takes inspiration from, specifically the valigeria movement.

The maison is looking to bring a sense of nostalgia to its latest product selection. Image courtesy of Gucci/Daniel Arnold

This style was also present in the Gucci Tennis campaign, released last month (see story), which Mr. Zanola also oversaw. The Italian maison is far from the only luxury name looking to the past for guidance, as Valentino, Balenciaga, Burberry, Tod’s and Jimmy Choo, among many others, have embraced bygone eras with recent marketing efforts.

The influx of throwback designs and promotional initiatives comes during a surge of interest in retro fashion, with searches for "vintage" pieces reaching up to 1,200 searches per minute on online retail platform eBay in 2024 (see story).

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