Gucci presents the new “We Will Always Have London” campaign

Gucci presents "We Will Always Have London", the new campaign designed by Creative Director Sabato De Sarno to celebrate the Gucci Blondie bag and the Gucci Cruise 2025 collection. The protagonists, Debbie Harry, and Kelsey Lu, captured by the lens of visionary photographer Nan Goldin, are at the center of a narrative that weaves together people, places, and moments, paying tribute to the timeless charm of London and the deep connection that unites the Maison with the city. With a creative vision that evolves and enriches with each season – from the discreet setting of the Spring/Summer 2024 collection to the exploration of a new sensuality in Autumn/Winter 2024 – Sabato De Sarno's latest campaign for Gucci introduces new artistic and romantic languages. This new chapter of a journey through the multiple dimensions of stylistic expression is set in London, an eternal muse of music, art, and culture, where the Cruise 2025 collection debuted, embodying the creative spirit of the Maison's long love affair with the city. It was here, over a century ago, that a young Guccio Gucci, working as a lift boy at the Savoy Hotel, first came into contact with the elegance and sophistication of the international elite. This experience ignited his ambition, leading him to found his eponymous leather goods house in 1921, creating an unbreakable bond with London. This relationship continues to shape Gucci's creative path, celebrated in the Cruise 2025 collection and in the "We Will Always Have London" campaign.

Nan Goldin, the internationally renowned photographer and filmmaker, brings her unmistakable artistic vision to the campaign. For "We Will Always Have London", her documentary approach infuses the images with a rare and intimate intensity. Her ability to capture the raw essence of her subjects weaves a narrative where fashion goes beyond the runway, embodying the free energy at the heart of Sabato De Sarno's vision. The campaign follows the protagonists through various locations in the city, immersed in a nocturnal and mysterious atmosphere, creating a cinematic narrative that blends timeless influences with a contemporary touch. Debbie Harry, a cultural icon, co-founder and frontwoman of Blondie, whose rebellious spirit, pioneering style, and musical influence continue to inspire generations, is joined by Kelsey Lu, one of today's most acclaimed performing artists, cellists, and composers. Though from different generations, these two women share an undeniable creative energy. Together, they symbolize the fusion of past and future that Gucci frequently explores, embodying the spirit of the Gucci Blondie bag, a timeless icon reinvented in the Cruise 2025 collection. At the center of the campaign is the Gucci Blondie bag, not just an accessory, but a piece of the Maison's heritage, reinterpreted for today's world. First introduced in the early 1970s, the bag’s distinctive rounded emblem, crafted in leather or enamel, recalls the liberated spirit of the era in which it was created, while its sleek and spacious silhouette fits the contemporary aesthetic. The Gucci Cruise 2025 collection reflects courage and delicacy, continuing this dialogue between past and future, weaving together contrasting elements in a celebration of opposites.