Gucci recently unveiled “We Will Always Have London”, a new campaign by Creative Director Sabato De Sarno to present the Gucci Blondie bag and Cruise 2025 collection. Debbie Harry and Kelsey Lu, captured by the visionary Nan Goldin, are the protagonists of a story of people, places and moments, an ode to the timeless allure of London, and the House’s deep connection to the city.

De Sarno enthused about Goldin’s art. “I am a fan, and I have a photo of a couple captured in the moment after making love. I like her work because the context of her images is always very real, she represents real life,” he said.

With a creative vision that evolves and deepens each season, from the discreet setting of Spring Summer 2024 to the exploration of new sensuality in Fall Winter 2024, Sabato De Sarno’s latest campaign for Gucci introduces new languages of artistry and romance. This latest chapter is set in London, an eternal muse for music, art, and culture, and where the Cruise 2025 collection debuted at Tate Modern, embodying the creative spirit of the House’s ongoing love affair with the city. 

It was here, over a century ago, that a young Guccio Gucci, working as a liftboy at The Savoy hotel, first encountered the elegance and sophistication of the international elite. This experience sparked his ambition and led to the founding of his eponymous leather goods house in 1921, forging an enduring bond with London. This connection continues to shape Gucci’s creative journey, celebrated in the Cruise 2025 collection and in the “We Will Always Have London” campaign.

–