Italian fashion house Gucci has always had a connection with London—the city had a great influence in shaping the brand’s identity. And now, Creative Director Sabato de Sarno is creating a fresh narrative that reflects Gucci’s legacy and its relationship with the city of London. The brand’s latest campaign, titled We Will Always Have London, to launch a new iteration of the Gucci Blondie bag is only a step in that direction.
Gucci’s connection to London dates back to the early days when founder Guccio Gucci, who worked at The Savoy as a bellboy, was deeply immersed in the city’s vibrant and diverse culture. He took these influences back to Italy where he started his brand in 1921. London’s culture continues to inspire Gucci even to this day, with this campaign serving as a heartfelt love letter to the city.
The campaign stars rock icon Debbie Harry, co-founder and the face of the legendary band Blondie, alongside modern musical muse Kelsey Lu, captured through the lens of award-winning photographer Nan Goldin. Together, they weave a tale that fuses Gucci’s heritage with its contemporary edge, showcasing how the brand continues to innovate while staying true to its roots. Goldin’s documentary-like approach captures the luxury that London emits. Harry, an iconic trailblazer in rock music, brings a rebellious cachet that shaped her legendary band while Lu, a celebrated cellist and composer, introduces a fresh, contemporary edge. Together, they represent Gucci’s fusion of past and future, illustrating how the brand thrives on the interplay between nostalgia and innovation. Gucci’s love affair with London is woven into the campaign’s narrative through the screenplay. Scenes shot across the city—from twilight-lit rooftops to black cabs—evoke a blend of romance and reminiscence. Each setting oozes the quintessential energy of London, embodying the blend of history, heritage, and innovation that defines both the city and Gucci’s brand vision.
The Blondie bag was first launched in 1971, featuring the brand’s iconic interlocking GG logo—a pair of the letters with one inverted and flipped on its head. The Blondie is an understated leather flap bag with a removable strap. Originally a signature of Gucci’s collections in the ’70s, this circular logo has been reimagined by De Sarno. The reimagined bag comes in a variety of rich materials—from Tuscan leather to GG Monogram canvas—each crafted with close attention to detail. But the Blondie bag is more than just a fashion piece, it’s a testament to Gucci’s legacy of renowned craftsmanship. The emblem comes in two variations—one wrapped in leather and the other in enamel—both paying homage to the techniques crafted by Gucci artisans in the 1970s for the brand’s jewellery.
The Gucci Blondie bag stands as a timeless symbol of the brand’s harmony with the past and present. It is destined to be a staple of the modern wardrobe, bridging the gap between fashion’s nostalgic roots and its ever-evolving future.
All images: The brand
This piece originally appeared in the October-November print edition of Harper's Bazaar India.