Emily Ratajkowski Fails to Enchant in the ‘Lackluster’ 2025 Gucci GG Monogram Campaign

Change is in the air at Gucci. Subsequent to Sabato De Sarno making a not-so-unexpected exit as creative director back in February, Demna is now installed as the design force behind the Italian fashion house, having left his post at Balenciaga. As the Kering-owned label gears up for Demna’s first official outing, Gucci has dropped an advertising campaign to celebrate the historic GG monogram print. The powers that be at Gucci HQ called upon Emily Ratajkowski for the occasion. The London-born American model and actress joins prolific male model Kit Butler as part of the cast. The pair descended upon the French Riviera for the campaign shoot, captured around various locations within the glitzy resort town of Cannes via the lens of photographer Daniel Arnold.

“Ugh, can’t stand her. She has absolutely no personal style, she literally a living Barbie doll that designers and stylists play dress up with,” voiced GivenchyHomme the moment the campaign struck.

“Emily Ratajkowski in 2025 is truly a choice,” Serend1pity chimed in.

“Someone give this brand back to Tom Ford and tell him this was all a misunderstanding,” declared DK92.

Also majorly underwhelmed was thatsfierce, commenting: “They really don’t put any effort these days!”

“Outdated, cheap, passé, and tacky. Where’s the elevation? The exclusivity?” asked fashionmarketeditor.

“Never minded Emily Ratajkowski. Also don’t mind the fact she has landed a Gucci campaign but the end result is just lackluster beyond belief. Such an insipid, uninspiring and total nonevent of a campaign!” ranted vogue28.

See more of Emily Ratajkowski (and Kit Butler) from the 2025 Gucci GG Monogram campaign and join the conversation, here.