Gucci’s new campaign, 'We Will Always Have London', is an ode to the British capital, capturing the city’s eternal charm through the iconic lens of American photographer and activist Nan Goldin.
Through Goldin's lens, the House's creative director, Sabato De Sarno, unveils the Cruise 2025 collection and its focal Gucci Blondie bag – as worn by two fierce muses: punk queen Debbie Harry (Miss Blondie herself) and boundary-pushing artist Kelsey Lu.
Goldin’s unmistakable touch lends the campaign an intimate, cinematic feel, as moments unfold across London's iconic cabs and hidden corners. Alaato Jazyper and Yanan Wan join the journey, embodying the collection’s fusion of old and new.
Goldin’s documentary-style photography captures the essence of the campaign’s protagonists in various London locales, blending past and present with a contemporary edge. Alongside Harry and Lu are models Alaato Jazyper and Yanan Wan, adding to the collection's rich storytelling.
One of the standout pieces from Gucci's 2025 Cruise show earlier this year at London's Tate Modern gallery, the Gucci Blondie is a bag inspired by Italy's chic 90s style that was revived for the show in hues of lime green, chocolate brown and (of course) Sabato's signature Gucci Rosso red. The flap-style bag comes oversized and slouchy, in patent leathers and smooth suedes that lean into the brown shades dominating accessories trends at the moment.
Officially available online and in stores today, the Gucci Blondie's revival marks a new chapter for the House as it continues to blend its rich heritage with modern fashion sensibilities. The iconic bag underscores Gucci’s knack for reinterpreting archival designs, transforming them into must-have pieces for the current fashion landscape.
Crafted in luxurious leather or durable toile, the duality of preciousness and pragmatism is a hallmark of the bag's design, allowing it to transition effortlessly from day to night – it can be worn casually over the shoulder or styled as a top-handle piece, giving it the versatility to suit a variety of looks.
A key feature of the Blondie is its iconic circular logo – which first appeared in the House’s collections in the early 1970s – reimagined with a leather-clad finish using a technique rooted in Gucci’s expertise in jewellery making. This emblem not only honours the House's legacy but also brings the Gucci Blondie bag modern twist, adding a layer of artisanal craftsmanship to the bag’s design. The bold yet refined logo serves as a reminder of Gucci’s ability to weave tradition with contemporary trends.
You can shop the Gucci Blondie bag now on Gucci's website and in stores.
