Gucci tapped legendary photographer Nan Goldin for its latest campaign, “We Will Always Have London.” The campaign celebrates the launch of Gucci’s reimagining of its Blondie bag for the fashion house’s Cruise 2025 collection. Envisioned by Gucci’s creative director Sabato de Sarno, the campaign stars Debbie Harry, the iconic lead singer of the rock band Blondie. 

Nan Goldin’s new Gucci campaign. Courtesy of Gucci.

The bag goes on sale today online at Gucci. Harry and Goldin both have East Village bohemian origins and found great success. Harry emerged from the CBGB’s punk scene. Goldin found fame in her revelatory, unflinching images of intimates. Her photographs for Gucci depict the singer sitting in the back seat of a cab with an enormous Blondie bag at her side. The images call to mind her celebrated work Misty and Jimmy Paulette in a Taxi in NYC (1991), now part of the Tate’s permanent collection. The image even made it to a Supreme skateboard.

Nan Goldin’s new Gucci campaign. Courtesy of Gucci.

The campaign also features models and the avant-garde musician Kelsey Lu. In a statement the Italian luxury brand described the all-American cast as: “Debbie and Kelsey 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.” 

The Gucci campaign is a fashion departure for Goldin. She currently has a solo exhibition, “You never did anything wrong” at Gagosian, her first New York show since joining the gallery in 2023. The show has two moving image pieces presented in specially-designed pavilions.