IF THERE’S ONE THING celebrities are proving this season, it’s that the Gucci GG Monogram is back — and it’s everywhere.

Fronting Gucci’s latest campaign, Emily Ratajkowski makes a strong case for the return of the logo bag, captured in a series of sun-drenched, off-duty moments around Cannes.

Her constant companion? The oversized Gucci Giglio tote — a new carryall unveiled at the Cruise 2026 show in Florence, paying quiet tribute to the House’s Florentine roots.

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Meanwhile, in New York, Dakota Johnson was spotted doing what she does best: mixing ease with polish, carrying not one but two Gucci icons — the Giglio tote and the Jackie 1961 shoulder bag — as if it was just another Wednesday.

Together, they’re proving the Monogram isn’t just back, it’s being worn better than ever.

Of course, the GG Monogram has been a Gucci signature since the 1930s — first introduced by Aldo Gucci as a way of honouring his father, Guccio Gucci. Over the decades, it’s evolved from a status symbol into a design code, now woven into everything from travel trunks to shoulder bags.

What’s changed is how it’s being worn. In an era defined by quiet luxury and relaxed dressing, a supersized tote or easy shoulder bag feels perfectly in step — the kind of piece you can throw over a tee and jeans or a sheer dress and not think twice.

Gucci’s new Ophidia update, featuring a softer GG canvas and a nod to ‘70s silhouettes, only underlines the point: the Monogram is less about showing off and more about showing you know.

Discover more at gucci.com.