You say it's a bag - we say it's a Gucci. The Gucci Giglio Large Tote Bag, also known as the Large Gucci Giglio Shopper, is one of the most outstanding bag designs presented to the world at the Cruise 2026 fashion show in Florence. It pays homage to the fashion house's Italian roots and perfectly embodies the spirit of continuity and modern reinvention.
After moving from Balenciaga to Gucci, Demna, whose full name is Demna Gvasalia, took over as artistic director of the iconic Italian fashion house in 2025. He is considered one of the most influential and unconventional figures in modern luxury fashion.
With the Giglio bag, he combines his signature modern oversized style with nostalgic vintage elements and deeply rooted archival codes of the brand.
We also present the Gucci Paparazzo Medium Top Handle Bag in black leather. This beautiful model is also part of the current collections and combines classic, historical Gucci design elements with a modern, elegant silhouette.
The campaign for the current Gucci bag collection was photographed by Vincent Levrat. He subtly elevated the bags, presenting them as sculptural art objects in the studio.
Post-production was handled by the fashion-savvy post-production company ONE HUNDRED BERLIN: "The @gucci handbags by @demna are on everyone's mouths. Shot by @vincent_levrat #finishedby100 @onehundredberlin ➕💫💫 Produced by @roseparisagency Agent @moicestrobin Robin Mauconduit." ONE HUNDRED BERLIN.