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Right after featuring Kate Moss and Emily Ratajkowski, Gucci returns with the second chapter of its “Beauty and the Bag” campaign. This time, it’s K-pop star NINGNING of aespa who faces the camera with the Gucci Paparazzo bag—an effortlessly stylish top-handle silhouette that features the Web stripe and Horsebit hardware of the House’s equestrian inspirations from the late 1940s.
RELATED: Gucci Welcomes aespa’s NINGNING into Its Global Family
Shot by Mert and Marcus, creative director Demna’s narrative leans into fixation, and NINGNING brings a contemporary layer to that idea. Her presence reflects Gucci’s growing alignment with global pop culture, where luxury moves through music fandoms and digital visibility as much as heritage storytelling.
Everything points back to the bag, but nothing wastes time restating that fact. Instead, the images let repetition do the work, while NINGNING carries the energy that keeps it from turning static.
Photos: GUCCI
Frequently Asked Questions
NINGNING is a member of K-pop group aespa and a global Gucci ambassador. She fronts the second chapter of Gucci’s “Beauty and the Bag” campaign, following Kate Moss and Emily Ratajkowski, reflecting the House’s strategy of aligning luxury heritage with global pop culture and music fandoms.
The Gucci Paparazzo is a medium top-handle bag defined by the House’s signature Web stripe and Horsebit hardware, both drawn from Gucci’s equestrian heritage of the late 1940s. It is the central subject of the “Beauty and the Bag” campaign fronted by NINGNING.
“Beauty and the Bag” is a Gucci campaign photographed by Mert and Marcus under creative director Demna, built around the concept of fixation. Each chapter pairs a distinct cultural figure with a Gucci bag — previous talent includes Kate Moss and Emily Ratajkowski, with aespa’s NINGNING fronting the second chapter alongside the Paparazzo bag.
The campaign images of NINGNING for Gucci were shot by Mert and Marcus, the longtime collaborators behind some of fashion’s most recognizable campaign imagery.
Yes. NINGNING of aespa was announced as a member of the Gucci family ahead of her appearance in the “Beauty and the Bag” campaign, making her one of the House’s global brand ambassadors.
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