Professing its love for London and embracing the house's enduring connection to the city, Gucci releases its latest campaign – an ode to the English capital, complete with an iconic cast and one hero piece: the ‘Blondie’ bag
If Casablanca’s Rick Blaine and Ilsa Lund will always have Paris, Gucci will always have London. The Italian luxury brand has just unveiled its latest campaign, which pays homage to the English capital and its deep-rooted connection to the house. Entitled ‘We Will Always Have London’, the dreamy campaign is shot by acclaimed photographer and filmmaker Nan Goldin, styled by Francesca Burns, with Gucci creative director Sabato De Sarno as its visionary force.
Harnessing the documentary-style approach Goldin is known for, the moody and intimate campaign, imbued with emotion and a wild-hearted sense of romance, follows its protagonists as they roam through the bustling twilight hour London – riding in black taxis, dancing on dusky rooftops, boating in lush parks and frolicking in opulent apartments – all evoking the dynamic and vibrant feel of the city. After all, the capital was where young Guccio Gucci himself worked as a liftboy at The Savoy hotel back in 1899, his encounter with the world of elegance and grace igniting his desire to establish a leather goods house. This cherished link to London, along with De Sarno’s own love affair with the city, was further explored in Gucci’s Resort ‘25 collection, donned by the cast in the latest campaign.
Photo: Nan Goldin
Photo: Nan Goldin
Enveloped by ethereal sounds of a reimagined version of legendary ‘70s new wave rock band Blondie’s track ‘Heart of Glass’, the campaign is starred by none other than the group’s iconic frontwoman Debbie Harry. Sitting in a taxi cruising through the rain-soaked streets of London, we see Harry decked out in Gucci Ancora red, looking as if she’d be reminiscing about her own adventures in the city. She’s joined by Kelsey Lu, one of today’s most revered performing artists, cellists, and composers, who lends her soulful cello tones for the campaign. Also making an appearance are models Alaato Jazyper, the face of Gucci’s autumn/winter ‘24 campaign and Yanan Wan, who opened the label’s Resort ‘25 spectacle.
Amid the spellbinding narrative and the eclectic, luxe clothing in ‘We Will Always Have London’, one piece steals the scene: the Gucci ‘Blondie’ bag, whose design, much like Harry’s band, made its debut in the ‘70s, as Gucci introduced a fresh iteration of the interlocking Gs, reflecting the free-spirited nature of the era. De Sarno revived the emblem from the archives for the Resort ‘25 line-up, where it adorned minimalist, polished bags crafted from the finest materials, including buttery Tuscan leather and suede.
The Tuscan leather, which is among the most supple and high-quality materials available, achieves the perfect blend of softness and opulence via a unique treatment that requires minimal chemicals and specific oils, complemented by meticulous tumbling, finishing, and pressing methods, making the leather a true standout. The Gucci ‘Blondie’ is also available in canvas versions, both monogrammed or without, with all of the bags arriving in a range of delicious hues and versatile sizes of mini, small, medium or maxi, as seen in the latest campaign.
Ultimately, the ‘Blondie’ is a celebration of heritage and craftsmanship, woven into every detail and shape of the bag, from the saddle-making-inspired stitching to the enamelled brass logo, finished with techniques once employed by the Gucci artisans in the brand’s ‘70s jewellery. Melding nostalgia with contemporary flair, it’s a timeless piece to carry wherever your journey will lead, whether in London or elsewhere.