This summer, Gucci’s GG monogram is shaping up to be your warm weather go-to. Celebrating the iconic motif via a sun-soaked campaign called ‘A GG Obsession’ and starring Emma Ratajkowski alongside 10 Men cover star Kit Butlerr, Gucci channels archival heritage and modern ease through the lens of Daniel Arnold.

Framed by the shifting light of Cannes, the campaign captures Ratajkowski on the move – dipping into her Gucci Giglio for the daily essentials. The Gucci Giglio, named after Florence’s emblematic lily, reflects over a century of artisanal mastery, first unveiled at the historic Gucci Archive. Boasting a balance between effortless cool and considered style, the Gigilo is made for the clutter culprits who want to hide their stuff in the safety of a GG-peppered piece. And for ease of use, its large straps accommodate for a pop-it-on-the-shoulder-and-go kind of lifestyle. This is epitomised in the campaign as we see Rataijkowski bumbling about a chaotic Cannes crowd, wired headphones spilling out of her Gigilo. Meanwhile, the Mini GG duffle and new Ophidia styles reimagine ’70s icons with coated canvas, polished gold hardware and the unmistakable web stripe.

More than a logo, the GG monogram emerges once again as a living signature – a visual language that evolves, endures and speaks across generations.

gucci.com