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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.
Creative Director | Sabato De Sarno
Photographer | Nan Goldin
Artistic Director | Riccardo Zanola
Models | Debbie Harry, Kelsey Lu, Aalato Jazyper, and Yanan Wan
Stylist | Francesca Burns
Location | London
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