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Gucci Unveils Its New Campaign "We Will Always Have London"

Luxferity, 14.11.2024

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Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"
Gucci Unveils Its New Campaign "We Will Always Have London"
Gucci's Campaign "We Will Always Have London"

The House unveils "We Will Always Have London", a new campaign by Creative Director Sabato De Sarno to present the Gucci Blondie bag and Cruise 2025 collection. Debbie Harry and Kelsey Lu, captured by the visionary Nan Goldin, are the protagonists of a story of people, places and moments, an ode to the timeless allure of London, and the House’s deep connection to the city.

With a creative vision that evolves and deepens each season, from the discreet setting of Spring Summer 2024 to the exploration of new sensuality in Fall Winter 2024, Sabato De Sarno’s latest campaign for Gucci introduces new languages of artistry and romance. This latest chapter in a voyage through various dimensions of stylistic expression is set in London, an eternal muse for music, art, and culture, and where the Cruise 2025 collection debuted, embodying the creative spirit of the House’s ongoing love affair with the city. It was here, over a century ago, that a young Guccio Gucci, working as a liftboy at The Savoy hotel, first encountered the elegance and sophistication of the international elite. This experience sparked his ambition and led to the founding of his eponymous leather goods house in 1921, forging an enduring bond with London. This connection continues to shape Gucci’s creative journey, celebrated in the Cruise 2025 collection and in the “We Will Always Have London” campaign.

Gucci Unveils Its New Campaign

Award-winning photographer and filmmaker Nan Goldin, brings her distinctive vision to the campaign. With honors such as France's prestigious Commandeur des Arts et des Lettres in 2006, and a 2023 Academy Award nomination for her documentary All the Beauty and the Bloodshed, Goldin is widely regarded as one of the most influential photographers of our time. For “We Will Always Have London,” her documentary-style approach infuses the imagery with an intimate, rare power. Goldin’s skill in capturing the raw essence of her subjects weaves a story where fashion transcends the runway, embodying the free-spirited energy at the core of Sabato De Sarno’s vision. The campaign follows its protagonists through various locations in the city under a mysterious nighttime ambiance, creating a cinematic narrative that melds timeless influences with a contemporary edge.

Gucci Unveils Its New Campaign

Cultural icon Debbie Harry, co-founder and frontwoman of Blondie - whose rebellious spirit, trailblazing style, and enduring musical influence continue to inspire generations, stars alongside one of today’s most esteemed performing artists, cellists, and composers, Kelsey Lu. These two women, though from distinct generations, share an undeniable creative spirit. Together, they symbolize the fusion of past and future that Gucci so often explores, and they embody the spirit of the Gucci Blondie bag, a timeless icon reimagined in the Cruise 2025 collection. The campaign features moments in London’s iconic cabs and atmospheric spaces. Joining them are Alaato Jazyper, the face of Gucci’s Fall Winter 2024 campaign, and Yanan Wan, who opened the Cruise 2025 runway at Tate Modern. As they explore the spaces of London’s home of modern art, they bring the collection’s narrative to life.

Gucci Unveils Its New Campaign

At the heart of the campaign is the Gucci Blondie bag, not merely an accessory, but a piece of the House’s legacy reimagined for today’s world. First introduced in the early 1970s, the bag’s signature rounded emblem, crafted from leather or enamel, echoes the liberated spirit in the era of its origins, while its sleek, spacious silhouette speaks to today’s aesthetic.

Gucci Unveils Its New Campaign

A collection that reflects the bold and the subtle, the Gucci Cruise 2025 collection continues this dialogue between past and future, weaving together contrasting elements in a celebration of opposites. Embroidered embellishments and delicate laces meet structured, precision-cut outerwear in a captivating exploration of dualities.

Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign

GUCCI BLONDIE BAG – AN ICON REBORN

At the Gucci Cruise 2025 show in London, the Gucci Blondie bag took center stage, seamlessly bridging the gap between past and present. This 70s-inspired silhouette, renowned for its distinct round logo, has been meticulously reinterpreted, blending Gucci’s heritage codes with contemporary influences. The result is a bag that embodies both elegance and practicality, perfect for the modern wardrobe.

Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign

History

In the early 1970s, Gucci introduced a new iteration of its logo featuring two Gs—a tribute to the House’s founder, Guccio Gucci—that are inverted and positioned face-to-face, overlapping to form a circle, known as the Gucci Blondie. This emblem quickly became a signature of the House, reflecting the bold, liberated spirit of the decade. The first bags featuring the Gucci Blondie were crafted in suede, a material frequently used by the House during that era, embodying the laid-back yet sophisticated fashion of the time. It wasn’t until the Fall Winter 2023 collection that the name Gucci Blondie was officially used a for a handbag collection, combining retro inspiration with modern sophistication.

Gucci Unveils Its New Campaign

Materials

Every Gucci Blondie bag is crafted from refined materials chosen for their quality, durability, and sophistication. The standout option, crafted in cuoio Toscano (Italian for Tuscan leather), is renowned for its exceptional balance of softness and luxurious hand-feel. This high-quality leather, recognized for its minimal use of chemical treatments ensuring an extremely natural finish, develops a unique character over time, enhancing its appeal as it ages.

Gucci Unveils Its New Campaign

Refined leather color becomes a defining motif of the collection, reflecting traditional Tuscan leather craftsmanship. Achieving its signature softness involves treatments with specific oils, followed by a careful process of tumbling, finishing, and pressing to create a natural shine. Each piece celebrates the inherent beauty of natural leather, with unique markings, wrinkles, veins, and slight variations in color appreciated as valued traits.

The Gucci Blondie bag is also available in GG Monogram canvas, a timeless yet contemporary material designed for durability without sacrificing softness. This canvas is trimmed with the Tuscan leather, enhancing its silhouette. Crafted using a jacquard technique, the canvas features a mix of weaves that highlight the GG Monogram, the House’s signature pattern, with various colored threads creating a subtly three-dimensional effect.

Gucci Unveils Its New Campaign

In addition, the bag is available in soft suede, in small and medium sizes, embellished with an enameled brass hardware.

Lastly, the Gucci Blondie is crafted in two canvas versions, available in mini, small, medium, and maxi sizes. This material recalls the sleekness of cady fabric and is trimmed in either brown or black leather.

Gucci Unveils Its New Campaign

Craftmanship & Details

The Gucci Blondie bag is a result of refined artisanal craftsmanship. Every detail, from the saddle-making-inspired stitching to the leather handles and logo, is designed to enhance both its form and function. The leather logo version features a three-dimensional padded effect, accentuated by contrasting ivory stitching that emphasizes the emblem’s rounded shape. An enameled brass version is also available. This finish is achieved using techniques originally employed by Gucci artisans in the 1970s for jewelry, giving the interlocking G logo a high-frequency three-dimensional effect.

The Gucci Blondie bag comes with a detachable shoulder strap, providing multiple styling options for any occasion, whether worn cross-body, over the shoulder, or in hand.

Gucci Unveils Its New Campaign

The maxi version, with its body-friendly design, flows seamlessly with its wearer, offering both comfort and elegance.

Available in mini, small, medium and maxi sizes, the Gucci Blondie bag comes in a range of materials and colors including the signature Gucci Rosso Ancora shade. From its meticulously waxed edges—crafted with four layers of wax for durability—to the cork-filled leather that recalls the ancient bookbinding techniques of Tuscany, the Gucci Blondie bag is not just an accessory but a testament to Gucci’s heritage and craftsmanship.

Gucci Unveils Its New Campaign

Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign

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Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign Gucci Unveils Its New Campaign

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