Bagging London's Spirit

Gueci's readapted Blondie bag is destined to bea staple of the modern wardrobe.

- BARBIE SHARMA

Italian fashion house Gucci has always had a connection with London—the city had a great influence in shaping the brand’s identity. And now, Creative Director Sabato de Sarno is creating a fresh narrative that reflects Gucci’s legacy and its relationship with the city of London. The brand’s latest campaign, titled We Will Always Have London, to launch a new iteration of the Gucci Blondie bag is only a step in that direction.

Gucci’s connection to London dates back to the early days when founder Guccio Gucci, who worked at The Savoy as a bellboy, was deeply immersed in the city’s vibrant and diverse culture. He took these influences back to Italy where he started his brand in 1921. London’s culture continues to inspire Gucci even to this day, with this campaign serving as a heartfelt love letter to the city.