AN ICON REBORN: THE NEW GUCCI BLONDIE BAG CAMPAIGN

vor 3 months

Under the theme “We will always have London”, Gucci´s new campaign, led by Creative Director Sabato De Sarno, showcases the iconic Gucci Blondie bag alongside the Cruise 2025 Collection. Cultural icon Debbie Harry and performing artist Kelsey Lu serve as the faces of Gucci’s vision, which seamlessly blends past and future.

LONDON, ENGLAND - MAY 13: Debbie Harry attends the Gucci Cruise 2025 Fashion Show at Tate Modern on May 13, 2024 in London, England. (Photo by Shane Anthony Sinclair/Getty Images for Gucci)

Artistry and romance dominate the latest Gucci campaign. Set against various London backdrops, award-winning photographer and filmmaker Nan Goldin captures Debbie Harry and Kelsey Lu in an intimate, atmospheric London night. Whether in an iconic London cab or a moody hotel room, Goldin and De Sarno harmonize their distinctive visions, encapsulating the creative essence of Gucci.
„We Will Always Have London“ is defined by Goldin´s extraordinary documentary style, which sets the tone for the entire campaign. The city, renowned as a hub for music, art, and culture, serves as the foundation of the creative vision. It also nods to Gucci´s own history, as the brand´s founder, Guccio Gucci, once worked as a liftboy at The Savoy Hotel in London.
Though Debbie Harry and Kelsey Lu represent distinct generations, it is precisely this contrast that unites the campaign. Gucci, long celebrated for its fusion of past and future, finds perfect symbolism in these two figures. They embody the timeless appeal of the Gucci Blondie bag, a piece that has been continuously reimagined since its debut.

At the heart of the campaign is the Gucci Blondie bag, a staple of the House since its introduction in the early 1970s. The reinterpretation retains the heritage codes of the brand while offering a fresh, modern take. Central to the bag´s design are the two interlocking Gs, positioned face-to-face, which serve as a tribute to the brand´s father. Combined with the bag´s distinctive silhouette, these elements have made the Gucci Blondie a signature piece, reflecting the boldness of the 1970s.
Crafted from refined leather and showcasing exceptional artisanal craftsmanship, the new collection emphasizes quality, durability and sophistication. Each piece varies subtley in appearance, with specific oil treatments ensuring extraordinary softness and a natural shine.

Available in mini, small, medium and maxi sizes, the new Gucci Blondie bag collection offers a range of materials and colors to suit diverse tastes. A detachable shoulder strap on each design provides versatile styling options for any occasion. Wether featuring the leather logo or the enameled brass version, the Gucci Blondie bag stands as a testament to the brand´s heritage and commitment craftsmanship.