On a golden summer evening in East Hampton, Gucci celebrated the launch of its latest GG Monogram campaign with an intimate gathering hosted by the face of the campaign herself—Emily Ratajkowski. Held on July 26th, 2025, the event drew an eclectic mix of celebrities, tastemakers, and fashion insiders to LDV at The Maidstone Hotel & Restaurant for a celebration of style, heritage, and effortless elegance. The soirée marked Gucci’s return to the Hamptons, expanding upon the brand’s growing presence on the East End after last year’s successful Summer Airstream activation.
The guest list was as stylish as the setting, with attendees including Sarah Pidgeon, Havana Rose Liu, Molly Sims, TyLynn Nguyen, Derek Blasberg, Hannah Bronfman, Brendan Fallis, Laura Love, Leandra Medine, and more. Hosted in the lush garden of the Maidstone, the evening began with cocktails and passed canapés, offering a taste of the Hamptons’ bounty. Limoncello spritzes and chilled white wine set the mood, while laughter and conversation flowed easily under the fairy-lit trees.
Guests were then treated to a seated dinner that echoed the refined yet relaxed tone of the campaign. The seasonal menu featured a vibrant market salad, lemon-dill branzino, and a creamy peas and morel mushroom cavatelli, followed by a sweet note of summer-inspired desserts. The atmosphere reflected the spirit of the new GG Monogram campaign—elegant yet grounded, timeless yet effortlessly modern.
At the center of this new campaign is the Gucci Giglio handbag, first introduced during the Cruise 2026 show in Florence. With its structured silhouette and signature monogram, the Giglio serves as a homage to Gucci’s rich legacy of craftsmanship while signaling a contemporary shift. Captured by photographer Daniel Arnold, the campaign follows Emily Ratajkowski from the glamour of Cannes to the sun-soaked shores of the beach, always accompanied by the GG Monogram. It’s a narrative of personal style anchored by heritage and freedom.
Beyond the dinner, the weekend activation extended into Gucci’s East Hampton boutique. From July 24 to 27, guests were treated to a pop-up experience unlike any other: the first East Coast appearance of Los Angeles culinary stars Jon & Vinny’s soft serve, available exclusively at the boutique. Flavors included Eureka Lemon, Tahitian Vanilla, and a playful swirl of both—bringing a taste of California cool to New York’s summer capital. On Saturday afternoon, Emily Ratajkowski herself visited the boutique, soft serve in hand and Giglio on her shoulder, delighting fans and fashion lovers alike.
The Hamptons affair not only introduced the GG Monogram’s newest chapter but also reasserted Gucci’s flair for connecting its creative legacy with cultural relevance. Through collaborations, design innovation, and curated experiences, the House continues to evolve while staying rooted in its storied past. The evening also reaffirmed Gucci’s ability to blend fashion, lifestyle, and storytelling into a single immersive experience—an approach that has made the brand a global leader in luxury.
With the Gucci Giglio bag now poised to become the season’s must-have accessory and the GG Monogram elevated once more into the cultural zeitgeist, the East Hampton celebration was more than a campaign launch—it was a reminder of Gucci’s enduring charm. Whether in Florence, Cannes, or the Hamptons, Gucci’s allure lies in its ability to redefine luxury for every moment, every mood, and every woman.
The GG Monogram itself—woven throughout the event and campaign—is more than just a motif. It’s a living emblem of Gucci’s enduring identity, first introduced in the 1970s and continuously reimagined for a new generation. In the hands of Emily Ratajkowski, it becomes a canvas for self-expression, bridging the House’s Italian heritage with contemporary femininity and transatlantic sophistication. Her styling of the Giglio bag, paired with minimalistic summer silhouettes, embodies a polished yet personal look that resonates deeply with today’s audience.
As Gucci continues to craft immersive experiences that blend fashion with culture, the brand’s presence in places like the Hamptons reflects a deliberate shift toward intimacy and storytelling. From the relaxed elegance of a garden dinner to the playfulness of soft serve and summer-ready accessories, every detail was curated to express the essence of modern luxury. With its roots firmly planted in heritage and its gaze set firmly on the future, Gucci once again proves that style is not just what you wear—but how you live.
