Gucci Presents Its Latest Campaign, 'We Will Always Have London'
Shot by Nan Goldin and starring Debbie Harry and Kelsey Lu, the campaign takes us through the allure of the capital city.
Gucci's heritage has always been tied to London in one way or another. Although founder Guccio Gucci's story begins in Florence, his youth and his brand's beginnings are owed to London. As a porter for The Savoy hotel, Gucci was fascinated by the leather luggages of hotel guests, and that in turn inspired him to begin his namesake brand in Florence a couple years later. Fast forward to today, and the brand is still intertwined with the capital city. Gucci's latest Cruise 2025 show took place at the Tate Modern, a perfect setting for the modernity that Creative Director Sabato de Sarno wanted to explore. Today is no different. De Sarno's latest Gucci campaign, "We Will Always Have London," honors the brand's history, while simultaenously exploring the city's—and the collection's—romantic and sophisticated nature.
It feels only fitting that de Sarno chose London as the backdrop of the Blondie Bag and Cruise 2025 campaign - a collection that is elegant, timeless and classic, yet also fresh, youthful and modern, much like London itself. Award-winning and greatly influential photographer Nan Goldin uses a documentary-style approach to exude an intimate atmosphere, where fashion is part of moments and emotions, not just part of a look. The campaign follows the protagonists Debbie Harry and Kelsey Lu throughout London at night, bonded by the Gucci Blondie Bag, a reimagined House classic that fits in every setting. First introduced in the 1970s, the Blondie Bag represents the themes of the campaign: a fusion between the past and present.
Joining the campaign is also Alaato Jazyper, the face of Gucci's Fall/Winter 2024 campaign, and Yanan Wan, the model who opened the Cruise 2025 show. In the campaign, however, they're seen exploring London through the city's emblematic black cabs and atmospheric spaces. No other place could have brought the collection's narrative to life like London, a bold yet subtle collection that weaves together the House's history with its love of looking towards the future.
