Gucci’s creative director, Sabato De Sarno has — in his short tenure at Gucci, made a name for himself for his adeptness in mining the house’s archives, and casting a modern lens over iconic designs. In his latest creative stroke of genius, its to a heritage-infused 70s style that he has shifted his focus — giving the Gucci Blondie a meticulous reinterpretation.

Unveiled on the runway of Gucci’s Cruise 2025 show, the Gucci Blondie — originally unveiled in the early 70s, and named for the then-new iteration of its logo featuring two Gs (a tribute to the house’s founder, Guccio Gucci) inverted and positioned face-to-face, blends Gucci’s heritage codes with contemporary influences — combining retro inspiration with modern sophistication.

And, it was Debbie Harry — the original Blondie, that has been cast as protagonist in De Sarno’s new campaign presenting the many iterations of the bag, alongside the Cruise 2025 collection. “We Will Always Have London”, captured by award-winning photographer and filmmaker Nan Goldin, stars Harry alongside Kelsey Lu, captured as the protagonists of a story of people, places and moments, an ode to the timeless allure of London, and the House’s deep connection to the city.

Cultural icon Debbie Harry, co-founder and lead singer of Blondie, is celebrated for her rebellious spirit, pioneering style, and lasting impact on music, inspiring generations. She stars alongside Kelsey Lu, an acclaimed cellist, composer, and performer of today. Despite their generational differences, these two women share a vibrant creative energy. Together, they embody the fusion of past and future — a theme that Gucci often explores — and personify the Gucci Blondie bag, a timeless icon reimagined.