Gucci launch a new collection in jelly

London, 2025: Luxury, once the domain of heritage and restraint, now delights in sensory play. For the launch of Gucci’s GG Marmont in its new “sugary pastel tones for the summer season,” the Italian house collaborated with Bompas & Parr to reimagine the handbag as high-concept gelatin.

Artistic Director: Riccardo Zanola
Photography: Marius W Hansen

Using custom-engineered moulds, the studio sculpted a series of translucent, wobbly Marmont replicas, “molded to perfection and ultra-soft to the touch”, echoing Gucci’s language while challenging the visual codes of desirability.

More than a bag, “it’s a craving.” This campaign ran across all of Gucci’s digital platforms, including a dedicated homepage feature.