Gucci's GG Milano Bag gets a modern makeover inspired by Milan’s legacy

The GG Milano bag, a timeless piece from Gucci, first graced the fashion scene in 2010 as part of the Spring/Summer collection. And soon it became a pie, everyone wanted a piece of. Crafted under the creative direction of Frida Giannini, this handbag seamlessly blended traditional Gucci elements with a contemporary twist. The iconic GG logo, a symbol of the brand’s heritage, was prominently featured, lending its name to the bag. This interlocking “G” motif, introduced in the 1960s, quickly became synonymous with Gucci, signifying its identity and quality.

Over the years, the GG Milano has evolved into a symbol of refined elegance, valued for its versatility and exceptional craftsmanship. It has been a staple in the wardrobes of countless fashion enthusiasts, from celebrities to everyday women. The bag’s enduring appeal lies in its ability to effortlessly complement various ensembles and occasions.

The latest iteration of this iconic design, a top-handle handbag with a plush, puffy silhouette, was unveiled at the Fall/Winter 2024 show during Milan Fashion Week. This new version, crafted by Creative Director Sabato De Sarno, pays homage to the vibrant city that has deeply influenced his artistic vision. Drawing inspiration from established Gucci icons and featuring the emblematic Double G hardware, it represents an evolution of the Marmont silhouette.

This updated GG Milano marks a new chapter in the brand’s narrative, a departure from its previous maximalist aesthetic. It reflects De Sarno’s personal journey and arrival in Milan, where he has been captivated by the city’s rich heritage in art, fashion, and design. The creative spirit of Milan is infused into every stitch of the GG Milano bag, celebrating its enduring influence on the world of fashion.

Available in a range of new hues, including Ancora- red, powder-blue, and hot-pink, the new GG Milano is poised to keep its status as the It-bag that never loses its charm. Its timeless design, combined with its fresh and contemporary reimagination, makes it a mindful buy that you will keep going back to. 

Image credits: The brand 

This article first appeared in Harper's Bazaar India, September 2024, print edition. 

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