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Italian fashion house Gucci has always had a connection to London, with the city having a major influence on the brand’s identity. Now, creative director Sabato de Sarno is creating a new narrative that reflects Gucci’s heritage and its connection to London. The brand’s latest campaign, titled We Will Always Have London, is set to launch a new version of the Gucci Blondie bag, writes Harper’s Bazaar.
Gucci’s connection to London dates back to the days when founder Guccio Gucci, a bellhop at The Savoy Hotel, was deeply immersed in the city’s vibrant and diverse culture. He brought those influences back to Italy, where he founded his brand in 1921.
London’s culture continues to inspire Gucci to this day, and this campaign serves as a heartfelt love letter to the city.
The campaign stars rock icon Debbie Harry, co-founder and face of the legendary band Blondie, and contemporary musical muse Kelsey Lou, captured through the lens of award-winning photographer Nan Goldin.
Together, they weave a story that merges Gucci’s heritage with its modern aspects, showcasing how the brand continues to innovate while remaining true to its roots. Goldin’s documentary approach captures the luxury that exudes from London. Harry, an iconic rock pioneer, brings the rebellious spirit that shaped her legendary band, while Lou, a celebrated cellist and composer, brings a fresh, contemporary edge. Together, they represent the fusion of Gucci’s past and future, illustrating how the brand thrives on the interplay of nostalgia and innovation.
The Blondie bag was first released in 1971, featuring the brand’s iconic intertwined GG logo. The Blondie is an understated leather flap bag with a detachable strap. Originally a signature piece of Gucci’s collections in the 70s, the circular logo has been reimagined by De Sarno.
The reimagined bag comes in a variety of rich materials. But the Blondie is more than just a fashion accessory, it’s a testament to Gucci’s heritage. The emblem comes in two versions – one in leather and one in enamel – both paying homage to the techniques created by Gucci’s artisans in the 1970s for the brand’s jewellery.
The Gucci Blondie is a timeless symbol of the brand’s harmony with the past and present. It is designed to become an essential part of a modern wardrobe, bridging the gap between fashion’s nostalgic roots and its ever-changing future.