Kate Moss for the Gucci Borsetto

Gucci introduces a new campaign that turns its attention to the instinctive pull between a person and the bag they carry. At the center is Kate Moss with the Borsetto, photographed by Mert and Marcus in a series of portraits that focus on presence, texture and the quiet authority of a classic silhouette.

The Borsetto appears in GG Canvas, brown suede and black leather, each version styled to echo the bag’s character through pared‑back Gucci looks. The images strip away distraction, leaving Moss and the Borsetto in a direct, almost intimate frame that highlights the bag’s structure, surface and unmistakable identity.

The campaign extends into film directed by Bardia Zeinali, where the Borsetto multiplies and accumulates around Moss, reinforcing the idea that a bag can occupy the mind as much as the wardrobe.

Across stills and motion, the Borsetto remains the focal point. Materials, shapes and signatures repeat, returning again and again to the bag that defines the scene.