Gucci’s Revamped Marmont Bag Deserves Your Attention

The Gucci Marmont celebrates its 10th birthday this year, first introduced in 2016 by then-creative director Alessandro Michele. The Marmont, in all of its padded, GG glory, marked a pivotal moment, not only for Gucci but for handbags as a whole.

The Marmont, which was an instant hit, defined a specific period of time in fashion: the late 2010s, a life before COVID completely changed the world and the luxury landscape.

The Gucci Marmont Enters a New Era

Still, despite changing times, new creative directors, and shifting aesthetics for the House of Gucci, the Marmont has remained one of the House’s best sellers—and most beloved bags. In 2026, a decade after the Marmont first burst onto the scene and into our collective consciousness, we’re falling back in love with the Marmont.

Under Demna’s creative eye, the Gucci Jetset Marmont gets a softer, more relaxed feel and takes the edge off the Marmont we’ve always known and loved, modernizing it without straying from the iconic details that have always defined the bag. These include the archival Double G, which originated from a 1970s emblem that pays homage to Guccio Gucci, the House’s founder.

Inside Gucci’s Beauty and the Bag Campaign

What’s most exciting about the new Jetset Marmont is not only its edgy, contemporary feel but also the way it combines two of Gucci’s most important motifs, joined by the iconic Gucci Web. This season, Gucci continues to celebrate its newest Marmont with a new chapter of its Beauty and the Bag campaign, this time starring Italian model Vittoria Ceretti.

The idea behind the viral campaign is that beauty and the bag are one, shifting the focus to the significance that a handbag can have. Shop the Gucci Jetset Collection now via Gucci.