A Daring Kate Moss For Gucci? Some Things Never Change

In Gucci’s “Beauty and the Bag” campaign, Kate Moss and Emily Ratajkowski pose for the camera with almost nothing on, aside from the handbags covering their bodies. Shot by Mert Alas and Marcus Piggott, the portraits keep the focus tight. This time, the Borsetto and Giglio bags are the entire look, and the two women make it work as always.

But when a sensual Moss appears in a Gucci campaign, there’s a longer history to unpack. 

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The Return

Just a few weeks before this campaign surfaced, Moss walked Demna’s debut runway for the house during Milan Fashion Week. That alone was a moment worth noting, as it had been twenty-six years since she last graced the catwalk for the brand. 

For the F/W26 show, she stepped out in a peekaboo thong dress. It was a strong comeback for the model, who has always embodied an effortless cool that younger generations try to replicate. Much can be said about the controversial nature of modeling in the nineties, yet there’s no denying that Moss was one of the key faces when Tom Ford sought to pivot the brand’s identity toward something sexier.

Ford understood the power of a woman who looked confident in her own skin, and Demna is clearly tapping into that same energy. 

Moss, who has since transitioned from the industry’s “wild child” into a mother and successful model agent, has kept her confident, fun-loving personality intact. That continuity matters, as time and experience have given her more wisdom and more control. 

A lot tends to get left behind after decades. But some things, thankfully, don’t change.

Photos: GUCCI