The House presents ‘We Will Always Have London’, a new campaign by Sabato De Sarno to introduce the Gucci Blondie bag and Cruise 2025 collection. Debbie Harry and Kelsey Lu, captured by the visionary lens of Nan Goldin, star in a tale of people, places and moments, an ode to the timeless charm of London and the House’s deep connection to the city.
From a creative vision that grows and evolves with each season, from the understated environment of the spring-summer 2024 show to the exploration of a new sensuality in the autumn-winter 2024 collection, Sabato De Sarno’s latest campaign for Gucci brings with it new languages of art and romance. The latest chapter in this journey through multiple dimensions of stylistic expression is set in London – the eternal muse of music, art and culture, and the venue for the Cruise 2025 collection – and embodies the creative spirit of the unquenchable romance between the House and the city.
It was here, more than a century ago, that the young Guccio Gucci, working as a bellboy at the Savoy Hotel, first discovered the elegance and sophistication of the international elite. This experience awakened his ambition and led him to found his leather goods house in 1921, forging an enduring bond with London. This connection continues to shape Gucci’s creative journey, celebrated in the Cruise 2025 collection and the ‘We Will Always Have London’ project.
Award-winning photographer and filmmaker Nan Goldin brings her distinctive approach to the campaign. Awarded the prestigious French Commandeur des Arts et des Lettres in 2006 and nominated for an Oscar in 2023 for her documentary Beauty and Pain, Goldin is widely regarded as one of the most influential photographers of our time.
In We Will Always Have London, her documentary approach imbues the images with an energy that is as intimate as it is unusual. Goldin’s ability to capture the pure essence of her subjects weaves a story in which fashion transcends the catwalk to embody the free spirit that characterises Sabato De Sarno’s vision. The campaign follows its protagonists through various locations in the city under a mysterious nocturnal ambience, creating a cinematic narrative that combines timeless influences with a contemporary twist.
Cultural icon Debbie Harry, co-founder and visible face of Blondie, whose rebellious spirit, innovative style and lasting musical influence continue to inspire generations, stars alongside one of today’s most prestigious artists, cellists and composers, Kelsey Lu. These two women, though from different generations, share an undeniable creative spirit.
Together, they symbolize the fusion of past and future that Gucci so often explores, and embody the spirit of the Gucci Blondie bag, a timeless symbol reinvented for the Cruise 2025 collection. The campaign captures moments in London’s iconic taxis and in some of the city’s most evocative spaces. They are joined by Alaato Jazyper, the face of Gucci’s autumn/winter 2024 campaign, and Yanan Wan, who opened the Cruise 2025 show at Tate Modern.
At the heart of the campaign is the Gucci Blondie bag, not as a simple accessory, but as part of the House’s heritage reinterpreted for today’s world. First introduced in the early 1970s, the bag’s iconic rounded motif in leather or enamel evokes the free spirit of the era of its origins, while its sleek, spacious silhouette embodies today’s aesthetic.
The Gucci Cruise 2025 collection reflects boldness and subtlety while continuing to explore the dialogue between past and future, combining contrasting elements in a celebration of opposites. Delicate embroidery and lace converge with structured and precisely cut outerwear in an exciting exploration of dualities.
Find out more about Gucci at www.gucci.com.
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