Through the lens of the visionary Nan Goldin, Gucci captures its Gucci Blondie bag and Cruise 2025 collection in a campaign starring Debbie Harry and Kelsey Lu. More than a campaign, it’s a story of people, places and moments; it’s an ode to the timeless allure of London and the House’s deep connection to the city. Introducing new languages of artistry and romance, this campaign is a voyage through various dimensions of stylistic expression in London, where music, art and culture are eternally cherished and where not only the collection debuted, but also the experience that led to the establishment of the House in 1921.

Entitled “We Will Always Have London”, the campaign embraces the distinctive vision of Award-winning photographer and filmmaker, as her documentary-style approach infuses the imagery with an intimate, rare power. As it follows the protagonists through various locations in the city under a mysterious nighttime ambiance, a cinematic narrative unfolds, bringing together timeless influences with a contemporary edge. In this atmosphere, Debbie Harry, a cultural icon, and Kelsey Lu – one of today’s most esteemed performing artists, cellists and composers – share an undeniable creative spirit and symbolize the fusion of past and future that Gucci so often explores while embodying the Gucci Blondie bag. A timeless icon reimagined for the Cruise 2025 collection, it’s more than an accessory; it’s a piece of the House’s legacy reimagined for today’s world.

Credits:

Creative Director: Sabato De Sarno

Artistic Director: Riccardo Zanola

Director: Benoît Delhomme with Nan Goldin

Photographer: Nan Goldin

Stylist: Francesca Burns

Casting Director: Piergiorgio Del Moro

Make Up: Brigitte Reiss-Andersen

Hair: Jimmy Paul

Talent: Debbie Harry and Kelsey Lu