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A story of places, people, and moments – Debbie Harry and Kelsey Lu star in a new campaign by Creative Director Sabato De Sarno and captured by Nan Goldin to present the Gucci Blondie bag and Cruise 2025 collection.
Sabato De Sarno’s creative journey, from his debut to the present, represents an ever-evolving voyage of stylistic expression, from the discreet setting of the Spring Summer 2024 campaign to the exploration of new sensuality in Fall Winter 2024. Celebrating the House’s deep connection with London – where the Cruise 2025 collection debuted – his latest campaign unveils new languages of artistry and romance.

Captured through the lens of award-winning photographer and filmmaker Nan Goldin, whose innate ability to create authentic intimacy with her subjects gives the imagery a rare narrative power, the campaign follows its protagonists through various locations in the city. Goldin’s documentary-style approach brings to life the free-spirited energy that radiates through the Creative Director’s vision, in a visual narrative where fashion meets culture and art.

At the heart of the campaign is a curated cast chosen by Sabato De Sarno to represent his creative vision. Debbie Harry, whose rebellious spirit and enduring musical influence continue to inspire generations, and Kelsey Lu, known for her ethereal, avant-garde musical style, move through atmospheric spaces with the Gucci Blondie bag. The Gucci Blondie bag, with its archival hardware first introduced in the 1970s, is reimagined with a new design crafted in refined leathers to offer a modern aesthetic that weaves together the stories of the House’s past and its vision for the future. The handbag is featured alongside Cruise 2025, the new collection presenting a rich tapestry of contrasts, including embroidered embellishments and delicate laces, juxtaposed with the sharp precision of structured silhouettes.

Creative Director: Sabato De Sarno
Artistic Director: Riccardo Zanola
Photographer: Nan Goldin
Director: Benoît Delhomme with Nan Goldin
Stylist: Francesca Burns
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A new campaign starring Debbie Harry by Creative Director Sabato De Sarno for Gucci Blondie captured by Nan Goldin.We Will Always Have London
 

  • Turn the volume on to listen to the campaign's soundtrack.


A new campaign starring Debbie Harry by Creative Director Sabato De Sarno for Gucci Blondie captured by Nan Goldin.We Will Always Have London
A new campaign starring Debbie Harry by Creative Director Sabato De Sarno for Gucci Blondie captured by Nan Goldin.We Will Always Have London
A new campaign starring Debbie Harry by Creative Director Sabato De Sarno for Gucci Blondie captured by Nan Goldin.We Will Always Have London
A new campaign starring Debbie Harry by Creative Director Sabato De Sarno for Gucci Blondie captured by Nan Goldin.We Will Always Have London
A new campaign starring Debbie Harry by Creative Director Sabato De Sarno for Gucci Blondie captured by Nan Goldin.We Will Always Have London

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