Since he has taken over the emblematic house of Gucci in January of 2023, creative director Sabato De Sarno has had a clear vision: to wipe the slate clean and reinvent the wheel, one free of irreverent glamour and provocation. This no-frills approach—combined with rigorous craft and technique—has certainly charted a new course for the brand.
Following its sanguine showing in London earlier this year, Gucci has just released its latest campaign for the cruise 2025 collection. Aptly titled “We Will Always Have London”, the new campaign is lensed by acclaimed American photographer Nan Goldin, and stars cultural icon Debbie Harry—co-founder and frontwoman of rock band Blondie— and singer-cellist Kelsey Lu. Joining them are models Alaato Jazyper and Yanan Wan, now recognisable faces of the house.
Amidst romantic nostalgia and hopeful optimism, the campaign features moments in London’s iconic cabs and landmark locations, an homage to the city’s timeless allure and exploration of the maison’s long-standing relationship with it. After all, it was here, over a century ago, that a young Guccio Gucci first encountered the lifestyle of the international elite while working as a liftboy at The Savoy hotel, an experience that would spark his ambition and catapult the brand to what it is today.
Just like on the runway, the Gucci Blondie bag takes centerstage in this campaign, its reimagined ’70s retro silhouette an illustration of the house’s past and present. Much like the garments from the same cruise collection that saw an emphasis on intricate beaded ornaments, the devil is in the details with the Blondie. From the saddle-inspired construction to the supple leather handles, each part highlights the artisanal prowess of the maison. The distinctive double G logo features a three-dimensional padded effect, accentuated by contrasting ivory stitching that emphasises rounded shape.
Available in smooth leather, soft suede, and canvas options, and offered in varying sizes from mini to maxi, the Gucci Blondie is a seamless melding of heritage codes, savoir faire and modern craft. The result is one that threads the line of bold and subtle, embodying an understated elegance and functionality that is fit for the modern woman.
The cruise 2025 collection will be available to shop in-stores and online from November 2024.
