Gucci’s deep-rooted connection to London takes center stage in its latest campaign, “We Will Always Have London,” directed by Creative Director Sabato De Sarno. The campaign showcases Gucci’s Cruise 2025 collection, with the iconic Gucci Blondie bag taking center stage, starring legendary cultural figures Debbie Harry and Kelsey Lu. Captured through the lens of acclaimed photographer Nan Goldin, this campaign celebrates London’s timeless allure, intertwined with the House’s rich history and ever-evolving creative vision.
Photo Credit: Courtesy of Gucci
Sabato De Sarno continues to deepen his exploration of the Gucci woman with each collection, and “We Will Always Have London” furthers that narrative by focusing on duality—art and fashion, past and future, boldness and subtlety. London, a city synonymous with music, art, and culture, provides the perfect backdrop for this cinematic tribute to the House’s century-long relationship with the city. Gucci’s connection to London dates back to its founder, Guccio Gucci, whose time at The Savoy Hotel inspired his vision for the luxury brand. This connection remains central to Gucci’s identity today.
Photo Credit: Courtesy of Gucci
Goldin, known for her celebrated documentary-style photography capturing raw, intimate moments, brings her distinctive touch to this campaign. Her work transcends traditional fashion photography, infusing “We Will Always Have London” with a mysterious, cinematic quality. The campaign follows the protagonists through iconic London settings bathed in nighttime ambiance.
Photo Credit: Courtesy of Gucci
Harry, the cultural icon and co-founder of Blondie, teams up with avant-garde cellist and composer Lu, symbolizing the fusion of past and future. Harry, with her rebellious spirit and enduring influence, embodies Gucci’s trailblazing heritage, while Kelsey Lu represents the forward-thinking artistry of today’s generation. Together, they embody the spirit of the Gucci Blondie bag, a timeless icon reimagined for the modern world.
Photo Credit: Courtesy of Gucci
Additionally, models Alaato Jazyper and Yanan Wan join the campaign, navigating the spaces of Tate Modern—London’s home for modern art. As they move through the collection’s narrative, they highlight the delicate balance between the House’s history and contemporary influences.
The Gucci Blondie Bag: A Timeless Icon Reimagined
The Gucci Blondie bag is at the heart of the campaign, first introduced in the 1970s and reimagined for today’s modern era. The Blondie’s distinct circular emblem, inspired by Guccio Gucci’s initials, reflects the liberated spirit of its time, while its sleek silhouette offers versatility for the modern wardrobe.
Photo Credit: Courtesy of Gucci
Available in a range of luxurious materials, including Tuscan leather, GG Monogram canvas, and soft suede, the Gucci Blondie is a testament to the brand’s commitment to craftsmanship. Each bag is meticulously crafted with hand-finished details such as saddle-inspired stitching, enameled brass hardware, and waxed edges. With sizes ranging from mini to maxi, the Blondie offers elegance and practicality, making it a statement piece for any occasion.
Photo Credit: Courtesy of Gucci
The “We Will Always Have London” campaign captures the essence of being ‘timelessness’ in the industry as Sabato De Sarno continues to lead the House into the future, pulling from the past.
