Sabato De Sarno’s latest campaign for Gucci stars Debbie Harry and Kelsey Lu. The two music stars embark on a journey through London, the city that is seen as a timeless symbol of music, art and culture, and the home of the Cruise 2025 collection. It was here, more than a century ago, that young Guccio Gucci, working as a bellboy at the Savoy Hotel, first encountered the elegance and sophistication of the international elite. This experience sparked his ambition and led him to found his leather goods house in 1921, forging a lasting bond with London.
Cultural icon Debbie Harry, co-founder and lead singer of the group Blondie, whose rebellious spirit, innovative style and lasting musical influence continue to inspire generations, stars in the campaign alongside one of today’s most celebrated artists, cellists and composers, Kelsey Lu.
Behind the camera is award-winning photographer and filmmaker Nan Goldin, who brings her distinctive approach to the photographs. Awarded the prestigious French distinction Commandeur des Arts et des Lettres in 2006 and nominated for an Oscar in 2023 for her documentary Beauty and painGoldin is widely regarded as one of the most influential photographers of our time. In We Will Always Have London, her documentary approach imbues the images with an energy that is both intimate and unusual. Goldin’s ability to capture the pure essence of her subjects weaves a story in which fashion transcends the catwalk to embody the free spirit that characterizes Sabato De Sarno’s vision. The campaign follows its protagonists through various locations in the city under a mysterious nocturnal atmosphere, creating a cinematic narrative that combines timeless influences with a contemporary twist.
At the heart of the campaign is the bag Gucci Blondie, not as a mere accessory, but as part of the House’s heritage reinterpreted for today’s world. First introduced in the early 1970s, the bag’s iconic rounded motif, crafted in leather or enamel, evokes the free spirit of its era of origins, while its sleek, roomy silhouette embodies today’s aesthetic.
