Gucci unveils «We Will Always Have London», a new campaign by Creative Director Sabato De Sarno to present the Gucci Blondie bag and Cruise 2025 collection. Debbie Harry and Kelsey Lu, captured by the visionary Nan Goldin, are the protagonists of a story of people, places and moments, an ode to the timeless allure of London, and the House’s deep connection to the city.
With a creative vision that evolves and deepens each season, from the discreet setting of S/S 2024 to the exploration of new sensuality in F/W 2024, Sabato De Sarno’s latest campaign for Gucci introduces new languages of artistry and romance. This latest chapter in a voyage through various dimensions of stylistic expression is set in London, an eternal muse for music, art, and culture, and where the Cruise 2025 collection debuted, embodying the creative spirit of the House’s ongoing love affair with the city. It was here, over a century ago, that a young Guccio Gucci, working as a liftboy at The Savoy hotel, first encountered the elegance and sophistication of the international elite. This experience sparked his ambition and led to the founding of his eponymous 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 in the «We Will Always Have London» campaign.
Award-winning photographer and filmmaker Nan Goldin, brings her distinctive vision to the campaign. With honors such as France’s prestigious Commandeur des Arts et des Lettres in 2006, and a 2023 Academy Award nomination for her documentary All the Beauty and the Bloodshed, Goldin is widely regarded as one of the most influential photographers of our time. For «We Will Always Have London,» her documentary-style approach infuses the imagery with an intimate, rare power. Goldin’s skill in capturing the raw essence of her subjects weaves a story where fashion transcends the runway, embodying the free-spirited energy at the core of Sabato De Sarno’s vision. The campaign follows its protagonists through various locations in the city under a mysterious nighttime ambiance, creating a cinematic narrative that melds timeless influences with a contemporary edge.
Cultural icon Debbie Harry, co-founder and frontwoman of Blondie – whose rebellious spirit, trailblazing style, and enduring musical influence continue to inspire generations, stars alongside one of today’s most esteemed performing artists, cellists, and composers, Kelsey Lu.
These two women, though from distinct generations, share an undeniable creative spirit. Together, they symbolize the fusion of past and future that Gucci so often explores, and they embody the spirit of the Gucci Blondie bag, a timeless icon reimagined in the Cruise 2025 collection. The campaign features moments in London’s iconic cabs and atmospheric spaces. Joining them are Alaato Jazyper, the face of Gucci’s F/W 2024 campaign, and Yanan Wan, who opened the Cruise 2025 runway at Tate Modern. As they explore the spaces of London’s home of modern art, they bring the collection’s narrative to life.
At the heart of the campaign is the Gucci Blondie bag, not merely an accessory, but a piece of the House’s legacy reimagined for today’s world. First introduced in the early 1970s, the bag’s signature rounded emblem, crafted from leather or enamel, echoes the liberated spirit in the era of its origins, while its sleek, spacious silhouette speaks to today’s aesthetic.
A collection that reflects the bold and the subtle, the Gucci Cruise 2025 collection continues this dialogue between past and future, weaving together contrasting elements in a celebration of opposites. Embroidered embellishments and delicate laces meet structured, precision-cut outerwear in a captivating exploration of dualities.
LoL, Sandra
CREDITS: © Gucci – Creative Director: Sabato De Sarno – Artistic Director: Riccardo Zanola – Director: Benoît Delhomme with Nan Goldin – Photographer: Nan Goldin – Stylist: Francesca Burns – Casting Director: Piergiorgio Del Moro – Make Up: Brigitte Reiss-Andersen – Hair: Jimmy Paul – Talent : Debbie Harry, Kelsey Lu DISCLOSURE: We may earn commission from links on this page, but I only recommend products I love. Promise.
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