It’s impossible to understand the present without the past, but that doesn't mean that both moments in time can't be intertwined. To prove this, Gucci presents We Will Always Have London, Sabato De Sarno's campaign to showcase the Gucci Blondie bag and the Cruise 2025 collection. Debbie Harry and Kelsey Yu star in the narrative of people, places, and moments through the keen eye of Nan Goldin, while new languages of art and romance are explored, strengthening the bond between the City of London and the brand.
Life is made of dualities; nothing is as vintage or as new as it seems, and Gucci reflects that. By combining elements such as embroidery with structured pieces and delicate lace with precisely tailored coats, the Cruise 2025 collection unleashes the free spirit that characterises De Sarno's vision. Building on a creative evolution that grows with each season, from the laid-back setting of the S/S 2024 show to the new era of sensuality in the F/W 2024 collection, this latest chapter spans multiple stylistic dimensions set in London, a musical, artistic, and cultural landmark.
 The cultural icon of Blondie’s frontwoman, Debbie Harry—known for her rebellious energy and inspiring style—joins forces with artist and composer Kelsey Yu to represent the timelessness of talent. Thanks to photographer and filmmaker Nan Goldin and her documentary approach, We Will Always Have London is an intimate and unique portrait of the city and the connections forged within it. The campaign weaves a cinematic narrative that blends timeless influences with a contemporary touch. Goldin's skill combines with Sabato De Sarno's vision, bringing a distinctive approach to the campaign where the city plays a starring role, reflecting the close bond with the brand as its roots are found there.
At the heart of the campaign is the Blondie bag, which is part of Gucci's legacy. Introduced to the world in the 1970s, this iconic design symbolises the free spirit of the era and the elegance that defines today’s aesthetic. A campaign that feels like the déjà vu of a blind date, with the nervousness of a first time, a first love, a heartbreak, a trip—but you know it’s going to turn out just right. It’s comfort, it’s nostalgia, and it’s optimism. It’s timeless and unhurried. It’s Gucci.
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