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
Frequently Asked Questions
Gucci’s Beauty and the Bag campaign features Kate Moss and Emily Ratajkowski photographed by Mert Alas and Marcus Piggott, posing with the house’s Borsetto and Giglio handbags as their primary styling. The campaign is conceived as a portrait series where the bags function as the complete look, with the models’ bodies framing the accessories rather than the reverse.
Kate Moss last walked for Gucci in the late 1990s, during the Tom Ford era — making her appearance at Demna’s F/W26 debut runway during Milan Fashion Week her first catwalk for the house in twenty-six years. She opened or appeared in key shows across the F/W95, S/S96, and S/S97 seasons, helping define Gucci’s shift toward a more overtly sensual identity.
The Gucci Beauty and the Bag campaign was shot by photographer duo Mert Alas and Marcus Piggott, longtime collaborators of major fashion houses known for their high-contrast, body-focused portrait work. Their framing kept the emphasis tightly on the Borsetto and Giglio bags while allowing Moss and Ratajkowski’s presence to carry the campaign’s editorial weight.
Kate Moss walked the Gucci F/W26 runway in a peekaboo thong dress for Demna’s debut collection for the house. The look was consistent with the show’s broader aesthetic of anti-hero glamour and recalled the confident, body-conscious styling that characterized her Gucci appearances under Tom Ford in the 1990s.
Kate Moss continues to model and has transitioned into additional roles as a mother and the founder of Kate Moss Agency, a modeling agency she established after her peak runway years. Her 2026 appearances — including Gucci’s F/W26 runway and the Beauty and the Bag campaign — demonstrate that she remains an active and culturally relevant presence in the fashion industry.
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