The boss returns as Kate Moss fronts Gucci’s new Borsetto campaign, captured by Mert & Marcus.
The boss is back — and she’s not whispering it. K A T E M O S S steps into Gucci’s latest chapter with “Beauty and the Bag,” a new campaign that folds the supermodel’s iconic cool into the house’s evolving visual language.
Shot by legendary duo Mert and Marcus, the campaign centers on the Borsetto, presenting the bag not as an accessory but as an obsession — a presence that occupies the mind completely. Moss embodies that fixation with her signature, effortless command: sharp gaze, sculpted attitude, and that unmistakable Moss mystique that turns a simple frame into a moment.
The visuals lean into sleek seduction and psychological glamour, playing with the idea of beauty as a force that pulls, distracts, and consumes. Moss doesn’t just model the Borsetto — she becomes the gravitational field around it.
Below, dive into the fashion‑play video campaign, where Moss and Gucci turn desire into a cinematic loop you can’t look away from.
Watch the “Beauty and the Bag” Campaign Video
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