GUCCI UNVEILS “WE WILL ALWAYS HAVE LONDON” CAMPAIGN STARRING DEBBIE HARRY & KELSEY LU

Gucci reveals new campaign led by creative director Sabato De Sarno, ‘We Will Always Have London,’ centering the Gucci Blondie bag. Actress Debbie Harry and singer Kelsey Lu are captured by the talented Nan Goldin in an alluring velvet London scenery. 

This latest chapter in De Sarno’s journey at Gucci focuses on stylistic expression set in London, a culturally rich city, deeply embodying the spirit of the House. It was here, over a century ago, that a young Guccio Gucci, first encountered the international elite — an experience which sparked his ambition to form the leather goods house in 1921. Today, the campaign continues Gucci’s creative legacy as we return to the city.

Award-winning photographer and filmmaker Nan Goldin, brings her distinctive vision to the campaign. For “We Will Always Have London,” her documentary-style approach infuses the imagery with an intimate, rare power. Goldin’s skill in capturing the essence of her subjects weaves a story where fashion embodies the free-spirited energy at the core of 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.

Cultural icon Debbie Harry, co-founder and frontwoman of Blondie, stars alongside one of today’s most esteemed performing artists, Kelsey Lu. 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.

At the heart of the campaign is the Gucci Blondie bag, a piece of the House’s legacy reimagined for today’s world. First introduced in the early 1970s, the bag has a signature rounded emblem crafted from leather or enamel, and its sleek, spacious silhouette still speaks to today’s aesthetic. Styled with both the latest Cruise collection and other pieces of the vast Gucci archive, the campaign continues a subtle dialogue between past and future, weaving together contrasting elements in a celebration of opposites.