“We Will Always Have London” campaign celebrated for cultural impact
The British Fashion Council (BFC) has announced that Gucci will receive a Special Recognition Award at The Fashion Awards 2024, presented by Pandora, for its “We Will Always Have London” campaign. Directed by Gucci’s Creative Director Sabato De Sarno and photographed by activist Nan Goldin, the campaign celebrates London’s creative influence on global fashion and highlights the city’s enduring cultural impact. The Fashion Awards, scheduled for December 2 at London’s Royal Albert Hall, serves as a primary fundraiser for the BFC Foundation, supporting British fashion’s creative landscape.
The Special Recognition Award acknowledges significant contributions to the fashion industry and honors Gucci’s campaign, which features cultural icons Debbie Harry and Kelsey Lu against London’s urban backdrop, set to Blondie’s “Heart of Glass.” The campaign captures the vibrancy of London and its role in shaping Gucci’s global brand narrative.
Gucci’s relationship with London spans over a century, underscored this year by the Cruise 2025 show held at Tate Modern. As part of this celebration, Gucci released Ancora Londra, the fourth installment in its Prospettive book series, curated by Charlene Prempeh and Lewis Dalton Gilbert, which explores London’s contrasts and creative energy.
Expanding its commitment to London, Gucci has partnered with Tate Modern to support the “Electric Dreams” exhibition, launching on November 28, and a three-year program to back young creatives starting in 2025. The brand also continues its Gucci Changemakers London initiative, offering scholarships to students at the London College of Fashion, further reinforcing its dedication to community and diversity in the creative sectors.
Caroline Rush, Chief Executive of the British Fashion Council, remarked, “We are delighted to honour Gucci, with a Special Recognition Award for the ‘We Will Always Have London’ campaign, directed by Creative Director Sabato De Sarno and captured by the legendary Nan Goldin. London has long been a source of inspiration within the global fashion industry, and the campaign beautifully captures the spirit and energy that makes our city so iconic. It truly showcases the city’s unique influence in fashion, art and music worldwide. We can’t wait to celebrate Gucci and Nan Goldin in December.”