“We Will Always Have London”: Gucci’s Ode to Timeless Allure

In a sweep of past and present, Gucci unveils its latest campaign, "We Will Always Have London," showcasing the iconic Gucci Blondie bag and the Cruise 2025 collection. Under the creative direction of Sabato De Sarno, this campaign marks a new chapter in Gucci's evolving narrative, blending artistry and romance against the backdrop of London's timeless charm.

The campaign, shot by the legendary photographer Nan Goldin, stars cultural icon Debbie Harry and acclaimed cellist Kelsey Lu. Goldin, known for her raw, intimate style and recent Academy Award nomination, brings her distinctive vision to the project, capturing the essence of Gucci's free-spirited energy.

Set in various London locations, the campaign weaves a cinematic narrative that pays homage to the city's role in shaping Gucci's legacy. It was in London, over a century ago, that young Guccio Gucci first encountered the sophistication that would inspire his iconic brand.

Debbie Harry, the rebellious spirit of Blondie, shares the spotlight with Kelsey Lu, representing a bridge between generations of creative influence. They are joined by Alaato Jazyper and Yanan Wan, faces familiar from recent Gucci campaigns, as they explore London's iconic spaces, including the Tate Modern.

At the heart of the campaign is the Gucci Blondie bag, a testament to the brand's ability to reinvent its classics. First introduced in the early 1970s and officially named in the Fall-Winter 2023 collection, the Blondie bag has been meticulously reimagined for the Cruise 2025 collection. Its rounded emblem, featuring two inverted and overlapping Gs, and sleek silhouette embody both vintage appeal and contemporary style.

Crafted from premium materials, including the renowned cuoio Toscano leather known for its exceptional softness and natural finish, the iconic GG Monogram canvas, and soft suede, the Gucci Blondie is available in mini, small, medium, and maxi sizes.

Each bag showcases Gucci's commitment to quality and innovation, from the saddle-making-inspired stitching to the detachable shoulder strap offering versatile styling options. Special editions feature an enameled brass logo, while others sport the signature Gucci Rosso Ancora shade. With meticulous details like waxed edges and cork-filled leather inspired by ancient Tuscan bookbinding techniques, the Gucci Blondie is more than an accessory—it's a celebration of the brand's heritage and craftsmanship.

The Cruise 2025 collection, which debuted at London's Tate Modern, continues Gucci's exploration of dualities. Delicate laces and embroidered embellishments contrast with structured outerwear, creating a captivating interplay of textures and styles.

As Gucci approaches its next century, this campaign reaffirms the brand's deep connection to London and its enduring influence on fashion and culture. "We Will Always Have London" is more than a campaign; it's a love letter to a city that has shaped Gucci's past and continues to inspire its future.