Gucci Fall 'We Will Always Have London' 2024 Ad Campaign

Review of Gucci Fall ‘We Will Always Have London’ 2024 Ad Campaign by Creative Director Sabato De Sarno with Photographer Nan Goldin with models Debbie Harry and Kelsey Lu

Gucci celebrates its London legacy in opulent style with “We Will Always Have London.” Shot by Nan Goldin, the campaign highlights the house’s Cruise 2025 collection and its Blondie bag, which is brought to life by none other than the Blondie herself, Debby Harry.

Evoking a cross-generational creative approach, the pioneering new-wave legend is joined by emerging music and style icon Kelsey Lu, who has worked with the house previously. These stars embark on a journey across London, extending the exploration of the house’s Cruise 2025 show at the city’s Tate Modern museum, which in turned referenced the origin story wherein a young Guccio Gucci was working as a liftboy at the Savoy hotel and first discovered the glamor of the international elite.

From moments of rest among the intimacy of the city’s iconic cabs to sparks of artistic communion in atmospheric spaces and elegant interiors, the visual narrative forms a journey through the intersection of a city’s and a fashion house’s enduring and influential visual history, anchored in the constant presence of the Blondie bag and all seen through Goldin’s spontaneous and direct yet rich photographic style.

The campaign forms a welcome extension of visual point of view and narrative that rises from the minimal foundation that Sabato De Sarno has so far built for the brand. A cruise or resort collection is always a strong point of departure for finding cultural conversation and telling a heritage story in new ways, and this campaign wisely builds on this narrative in collaboration with a great cast and creative team.