9 October 2024 |
London Calling! Gucci’s new campaign stars Debbie Harry and Kelsey Lu.
The fashion world might be focused on Paris at the moment but Gucci has a different locale on its mind. London, while far from Milan, has a special place in the brand’s history. As a young man, Guccio Gucci worked as a liftboy at The Savoy. His exposure to the elegant hotel sparked the ambition that would eventually lead to the creation of the house in 1921. For Creative Director Sabato De Sarno, it was a homecoming of sorts, as he opted to stage his Cruise 2025 collection in England. Set at the Tate Modern earlier this year, it was full of delicate dresses and a star-studded front row. And now we have a first look at its accompanying campaign. Called We Will Always Have London, stars the legendary Debbie Harry alongside multi-talented artist Kelsey Lu. Shot by photographer Nan Goldin, the campaign pays homage to the brand’s long-standing connection to the city in striking visuals.
Goldin’s raw, documentary-style photography captures Harry and Lu as a fusion of eras. Harry’s rebellious spirit and style meet Lu’s avant-garde artistry, combining past and present, a theme that runs throughout the campaign and the collection. The images take the viewer through London’s most recognizable streets and spaces, from black cabs to atmospheric corners of the Tate Modern. At its heart, The Blondie bag, a design that acts as both a fashion statement and a piece of Gucci’s legacy. Originally introduced in the 1970s, the style features a distinctive round emblem that symbolizes the liberated spirit of its time. Now in 2025, it’s been reimagined with contemporary details, maintaining its sleek, spacious silhouette while integrating modern practicality.
See the images below.
