There’s something about London. Maybe it’s the foggy charm, the historical layers, or iconic landscapes. Gucci certainly thinks so. In their latest campaign, “We Will Always Have London,” Creative Director Sabato De Sarno transports us into the heart of the city that inspired the House’s founder, Guccio Gucci, over a century ago. With none other than punk legend Debbie Harry and Kelsey Lu as the stars of this show, captured by Nan Goldin’s raw lens, the campaign is a sultry celebration of all things London, music, art, and, of course, fashion.
Gucci’s enduring connection with London began when a young Guccio Gucci worked as a liftboy at The Savoy, mingling with the international elite and dreaming up a world where sophistication and craftsmanship ruled supreme. That dream turned into reality in 1921 when he founded his leather goods house, and now, in 2024, Gucci continues to embrace the spirit of London with the launch of their Cruise 2025 collection.
Harry, with her signature blonde mane and edgy swagger, channels her rock ‘n’ roll spirit, a perfect pairing with the ethereal Lu. These women are Gucci muses from different generations, but with the same rebellious edge, embodying the duality that Gucci often plays with—old and new, hard and soft, tradition and innovation. Whether you’re vibing with Harry’s punk chic or Lu’s whimsical boho flair, the Cruise 2025 collection serves up pieces for every style mood.
And let’s talk about the Gucci Blondie bag. Originally introduced in the 1970s, the bag is a piece of Gucci’s rich history. With its unmistakable rounded emblem, the Blondie bag has been reimagined for today’s wardrobe, offering the perfect blend of retro cool and modern utility. It’s roomy enough to fit your essentials, and whether you’re dressing it up with a tailored coat or keeping it casual with a pair of denim and sneakers, it adds that effortlessly chic touch. Bonus tip: pair it with a slinky slip dress for an easy ‘70s-meets-now vibe, or sling it across a crisp blazer to mix in some edge.
Goldin’s documentary-style shots capture not just fashion but the feeling of freedom and expression. Her work makes you feel like you’re peeking into intimate moments, and this campaign is no different—expect late-night cab rides through London’s dimly lit streets, mysterious museum visits, and that glamorous edge only Gucci can pull off.
There’s also a lesson here: you don’t need to overhaul your wardrobe to keep up with the season. Take cues from Gucci’s playbook and embrace the power of juxtaposition—throw a structured trench over a flowing dress or mix your metallics with your neutrals. It’s all about layering contrasts in a way that feels completely your own.
Gucci’s latest venture is a beautiful nod to the city that never stops inspiring, filled with moments that bridge the gap between past and future, fantasy and reality. As Sabato De Sarno leads Gucci into its next era, it’s clear that the House’s connection to London—and to its fashion lovers—remains as strong as ever. So, next time you’re strolling through London’s cobblestone streets (or just channeling that energy wherever you are), take a page out of Gucci’s book: mix it up, lean into your dualities, and never forget the bag.
After all, we’ll always have London.
