There’s no better stage for a new product launch than a star-studded fashion show. This past May, Gucci returned to its roots in London, unveiling its 2025 Pre-Spring collection at the Tate Modern. The highlight? The Blondie bag, in its latest iteration, was carried by none other than punk icon Debbie Harry herself.
This rounded handbag, featuring a symmetrical and rounded Gucci logo, represents Creative Director Sabato De Sarno’s fresh interpretation of the brand’s 70s classics, following the revival of the Jackie bag, named after Jacqueline Kennedy Onassis.
In September, Gucci released the Blondie campaign, “We Will Always Have London,” shot by renowned American photographer Nan Goldin. Her lens captures Debbie Harry and American singer-songwriter Kelsey Lu, their captivating presence weaving a story of people, places, and moments, further showcasing London’s enduring allure and the deep-rooted connection between the brand and the city.
Over a century ago, a young Guccio Gucci, while working as a bellhop at The Savoy Hotel, first encountered the elegance and sophistication of international elites. This experience ignited his grand ambitions, leading him to establish his namesake leather goods brand in 1921, forging a deep connection with London. This bond continues to shape Gucci’s creative journey, beautifully reflected in the 2025 Pre-Spring collection and the “We Will Always Have London” campaign.
Debbie Harry, a cultural icon, is best known as the founding member and lead singer of Blondie. Her rebellious spirit, pioneering style, and musical influence continue to inspire generations. She embodies not only Gucci’s exploration of past and present but also the essence of the Gucci Blondie bag. The campaign uses London’s iconic taxis and atmospheric spaces as its backdrop. As Debbie Harry navigates London, the modern art capital, she narrates the story behind this season’s collection.
The Gucci Blondie bag’s history doesn’t have a specific muse behind its perfect silhouette, but it takes us back to 1971. That’s when Gucci filed for the patent on its now-famous double G logo, initially in suede, reflecting the tastes and trends of the era. The Blondie bag made its comeback in 2019, during the brand’s Hollywood Boulevard “Love Parade” show. From Anne Hathaway to Jodie Turner-Smith and Elle Fanning, numerous celebrities have embraced the bag, adding a touch of jewel-like elegance to their looks.
What’s different about the 2024 Blondie bag? According to the brand, the new design aims to bridge generations, weaving together different chapters of the brand’s story. Crafted from Tuscan leather, GG canvas, and suede, De Sarno sees the Blondie as more robust than its predecessors, seamlessly blending street-style influences. Interestingly, the “Ancora” version, in its deep, almost crimson hue, is what truly draws Gucci girls in. The answer is gradual! When he took over the position in January 2023 after leaving Valentino, he was relatively unknown. He has only released four collections during his tenure at Gucci, gradually establishing his design language. Meanwhile, he has told the media, “I never have a theme.” During this transitional period, Kering, the parent company, might be leaning towards reimagining existing brand classics like the Jackie and Blondie lines. When De Sarno officially launches his own collection, I believe it will be the result of meticulous effort and deep introspection into his design philosophy. After all, for someone who claims to have no definite theme, with the only theme being “clothes” itself, achieving perfection is paramount.
