Gucci Unveils “Paparazzi” Campaign with Ningning

Italian luxury brand Gucci has unveiled the second chapter of “Beauty and the Bag,” which explores the magnetic allure of the House’s signature handbags and the instinctive link between objects and desire. This chapter unfolds around Gucci’s global brand ambassador NINGNING of aespa, alongside the Gucci Paparazzo.

In particular, through this campaign NINGNING adds a fresh, fashion-forward sensibility to the Paparazzo handbag, further strengthening the connection between Gucci and consumers worldwide.

Shot by photographer duo Mert & Marcus, the campaign images deliver a core message: the moment a bag becomes part of one’s personal world, it captivates completely. They also present a range of styles reflecting the different moods of the Paparazzo handbag—from minimalist staging to looks and accessories that spotlight the signature GG motif. As materials, textures, and silhouettes recur throughout the imagery, every gaze ultimately returns to the handbag, underscoring the presence of Gucci handbags across the styling.

At the heart of this chapter, the Gucci Paparazzo reveals both a distinctive presence and an effortless mood through its soft, relaxed silhouette, pairing naturally with casual looks as well as more formal outfits. The Web stripe and Horsebit emblem—archival codes that carry on the House’s heritage—lend the Paparazzo handbag a distinctly Gucci identity.

Practicality also stands out. A soft leather top-handle silhouette is paired with a detachable, adjustable leather strap for versatile styling. In addition, fastening the snap buttons on both sides creates a more structured silhouette, while leaving them open produces a relaxed, slouchy shape.

Meanwhile, the Paparazzo handbags featured in the campaign are available at selected Gucci stores, including the Gucci Cheongdam flagship store, and some styles can also be purchased via Gucci’s official online store (Gucci.com). The new campaign can be viewed through the brand’s official channels, including Gucci’s official Instagram.