More photos
With an unparalleled sense of art and culture, Gucci, under the creative direction of Sabato De Sarno, unveils its latest campaign, "We Will Always Have London," celebrating the city's enduring allure and the brand's deep connection with it.
Inspired by rich heritage and contemporary sensibilities, Gucci uses this campaign to showcase the Gucci Blondie bag and the Cruise 2025 Collection through the visionary lens of iconic photographer Nan Goldin.
Gucci and London share a century-long story that began when Guccio Gucci, working as a liftboy at the famed Savoy Hotel, first encountered the elegance of the international elite. This experience was a turning point that inspired him to establish his fashion house in 1921. The new campaign captures this unbreakable bond through Nan Goldin’s documentary-style photography, blending raw intimacy with fashion artistry.
The campaign follows its protagonists, including Debbie Harry, the legendary voice of Blondie, and Kelsey Lu, a renowned cellist and composer, as they explore London's iconic spaces—from its famous black cabs to modern art venues like the Tate Modern. These scenes, steeped in the mystery of the night, convey the free spirit that defines Gucci’s aesthetic.
At the heart of the campaign is the Gucci Blondie bag, a reimagined classic from the 1970s, distinguished by its circular logo. Available in various sizes and materials, including supple Italian cuoio Toscano leather, GG Monogram canvas, and plush suede, the Blondie bag seamlessly merges retro elegance with modern functionality. With its minimalist lines and adjustable strap, it perfectly complements the wardrobe of the contemporary woman.
Each bag is crafted by hand, underscoring the brand's commitment to artisanal excellence. Details like the three-dimensional logo effect and enamelled brass finishes, created using 1970s techniques, reflect Gucci's rich history while exuding modern appeal.
The Cruise 2025 Collection strikes a balance between contrasts, combining delicate lace and intricate embroidery with structured pieces made from the finest materials. Inspired by the spirit of London, the collection celebrates the duality of tradition and innovation, creating garments that are bold yet subtle.
The "We Will Always Have London" campaign comes to life through Nan Goldin’s lens, whose artistic vision captures the essence of fashion. Her work transforms fashion campaigns into intimate narratives, while the raw energy of London adds depth to the story.
