Gucci Releases Its Latest Campaign, 'We Will Always Have London
Photographed by iconic lenswoman Nan Goldin and starring icons Debbie Harry and Kelsey Lu, Gucci's latest campaign throws us into the very heart of London's beguiling allure.
Gucci's identity has always been deeply connected to London. Even though the founder, Guccio Gucci, first opened his business in Florence, his childhood and the origin of the fashion house date back to the British capital.
When working as a porter at The Savoy, Gucci was fascinated by the rich leather luggage adorning the laps of hotel guests - a passion that would eventually lead him to Florence to start his namesake brand. Fast-forward today, that bond is held strong. Gucci's show of his Cruise 2025 has just concluded at the Tate Modern, an architecturally expressive scheme of modernity the Creative Director, Sabato de Sarno sought to unlock. De Sarno's new campaign, "We Will Always Have London," honors the brand's rich history while exploring the romantic and sophisticated essence of both the city and the collection. It should come as no surprise that London is the backdrop for this campaign, which adorns the Blondie Bag and Cruise 2025—elegant, timeless, classic yet refreshingly youthful and modern, much like the city itself.
Goldin approaches this in a documentary style, bringing an intimacy where fashion integrates into some truly authentic moments and emotions beyond aestheticism.
This campaign centers on Debbie Harry and Kelsey Lu as they meander into the magical streets of London at night, bonded through the Gucci Blondie Bag—a re-imagined House classic perfectly readapted to any setting. It was originally launched way back in the 1970s. The Blondie Bag basically sums up the theme under which the campaign was designed: old and new. To complement the campaign, Gucci has introduced Alaato Jazyper, the new face of the Fall/Winter 2024 campaign, and model friend Yanan Wan, who kicked off Cruise 2025. Together, they discover London in iconic black cabs and atmospheric locations. No place could have done this collection justice, bringing it to life as London did, revealing a brazen yet laid-back collection that deftly interweaves the House's legendary past with its vision of the future.
