Emily Ratajkowski’s Gucci Campaign Is Polished, Pretty and Problematic

"With its heritage under pressure and sales in decline, Gucci’s calculated casualness is beginning to wear thin."

Gucci’s latest campaign, fronted by Emily Ratajkowski and photographed by Daniel Arnold in Cannes, was designed to project authenticity and casual elegance. Arnold, recognised for his candid street photography, captured Ratajkowski amid the bustle of the Riviera, presenting Gucci’s new GG Monogram collection alongside the debut of the Giglio handbag. Yet, despite carefully curated images aiming for spontaneous appeal, the reception has raised pointed questions about Gucci’s credibility.

Criticism hinges on the perceived contradiction between the campaign’s purported authenticity and its evident commercial calculation. Arnold’s approach, described as "raw" and defined by "the intention to be unintentional," represents luxury fashion's broader trend towards supposedly genuine storytelling. Nonetheless, fashion industry observers note that this style choice exposes a central tension: whether orchestrated spontaneity can genuinely convince increasingly discerning audiences.

"Emily Ratajkowski stars in Gucci’s GG Monogram campaign, shot by Daniel Arnold on location in Cannes. Credit: Gucci"

It speaks to a larger identity crisis within the house. Since the departure of Alessandro Michele in 2022, Gucci has been inching toward a more commercially pliable aesthetic, one that feels increasingly engineered for digital consumption. Sabato De Sarno’s brief tenure ended in early 2025, leaving Gucci’s in-house team responsible for steering the Cruise 2026 collection; an uncertain period coinciding with a sharp financial downturn. Gucci experienced a 25% sales drop in Q1 2025, significantly impacting parent company Kering’s revenue. Against this backdrop, launching a high-profile campaign risks being seen as a desperate play for relevance rather than a confident artistic statement.

Criticism of Gucci’s Cannes shoot is rooted in a broader dissatisfaction with the way luxury brands engage celebrities. Fashion audiences have become increasingly sensitive to perceived artificiality, especially following previous Gucci controversies. In 2019, the brand faced major backlash over a balaclava jumper resembling blackface, prompting apologies and internal diversity initiatives. Later that same year, Gucci was criticised again after featuring straitjacket-inspired outfits during Milan Fashion Week, a move widely condemned for trivialising mental health. These incidents forced Gucci into repeated promises to rebuild credibility and cultural sensitivity, yet critics argue that the latest campaign’s forced casualness risks undercutting these efforts.

“Gucci’s Giglio bag makes its debut in the Riviera-set visuals. Credit: Gucci”

Ratajkowski’s extensive endorsement history intensifies this debate. Her brand associations stretch across 22 brands and 28 product categories, encompassing partnerships from luxury to wellness. While her high profile lends visibility, it simultaneously risks amplifying perceptions that the Gucci collaboration is less organic and more strategic. Ratajkowski herself has previously addressed the complexities of using her image commercially, acknowledging the delicate balance between professional autonomy and public scrutiny.

Social media comments reflect scepticism around the Cannes Ratajkowski images: some suggest the shoot looks too staged, others noting it feels disconnected from Gucci’s heritage. Ratajkowski’s inclusion further amplifies suspicions that the campaign prioritises social media visibility over deeper brand storytelling.

“Shot during the Cannes Film Festival, the campaign leans heavily into street-style tropes. Credit: Gucci”

Ultimately, Gucci’s Cannes campaign is emblematic of a subtler crisis facing luxury fashion: brands must convincingly balance cultural credibility with influencer appeal. For Gucci, this latest chapter serves as a reminder that even beautifully produced images can prompt backlash when audiences feel authenticity has been compromised.

Today, fashion consumers are more fluent in campaign strategy than ever, recognising when spontaneity has been storyboarded, and when celebrity casting is based on metrics rather than meaning. Ratajkowski, a self-aware subject of this discourse, has previously defended her choices around commodifying her image. The Giglio bag, a tribute to Gucci’s Florentine roots, was meant to ground the campaign in heritage. Instead, it risks being overshadowed by the choreography around it. And when every campaign is trying to look unpolished, it only makes the polish more obvious.

Gucci's current effort with Ratajkowski thus serves as a critical moment: highlighting not only the complexity of contemporary celebrity collaborations but also the delicate balance between maintaining heritage integrity and navigating influencer-driven marketing demands. It’s a reminder of how quickly audiences can spot when a brand doesn’t seem entirely sure of what it’s saying, or who it’s saying it for.