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·'We Will Always Have London' 2024 Ad Campaign

Model with braided hair wearing an unbuttoned white shirt, green lace bralette, and jeans for Gucci ad campaign

Model seated in a blue upholstered armchair holding a large olive green handbag against a red wall with framed painting

Model wearing a brown blazer and jeans standing on a grassy hill with a dog for Gucci

Model in neon yellow blouse and blue jeans holding a pink flower in a lush garden

Short-haired woman in black backless dress holding drink at a bar with Gucci handbag in We Will Always Have London campaign

Black and white dog grooming itself on green grass for Gucci We Will Always Have London campaign

Two people seated in a wooden rowboat on a river surrounded by lily pads and lush green trees.

Model lying on an ornate vintage setTEE facing large windows for Gucci We Will Always Have London campaign

Model with dark curly hair wearing a sheer yellow cardigan and matching skirt in a light-filled interior.

Model with dark curly hair reclining on a dark green button-tufted Victorian sofa wearing a yellow knit cardigan and skirt set.

Model wearing a black outfit and pearl necklace holding a black handbag inside a red-lit interior space.

Models in burgundy clothing sitting at a vanity table with a mirror and a handbag for the Gucci We Will Always Have London campaign

Two people sitting closely together on a dark red banquette booth in a dimly lit bar with cocktails on the table.

Two women lying on a hotel bed in an interior bedroom setting, photographed for Gucci.

Black model holding brown leather handbag in white button-down shirt seated on red and turquoise upholstery

Black woman wearing a light green lace bralette and blue jeans seated on an ornate patterned armchair with a brown leather handbag.

Diptyque split image showing a model in a red leather jacket holding a bag and reclining on a velvet couch for Gucci

Blonde woman in open striped shirt and blue jeans standing beside a person in a dark suit inside a hotel hallway

Two women embracing on a bed in a hotel room for the Gucci We Will Always Have London campaign.

Two women seated in the back of a car at night, one in a dark suit and one in a red leather jacket.

Gucci 'We Will Always Have London' 2024 Ad Campaign 2024

About

For the Gucci We Will Always Have London 2024 ad campaign, creative director Sabato De Sarno collaborates with iconic photographer Nan Goldin to craft a visual narrative that feels less like traditional advertising and more like a stolen glance into a private, cinematic world. The campaign masterfully channels an atmosphere of intimate, lived-in luxury, utilizing low-key chiaroscuro lighting to elevate the collection against the backdrop of London’s storied interiors. By weaving together evocative lifestyle portraiture and live-action technique, the imagery focuses on the tactile interplay between heritage leather goods and the fluid movement of the subjects, who include Debbie Harry, Kelsey Lu, Aalato Jazyper, and Yanan Wan. The project leans into editorial minimalism, favoring the raw, authentic textures of corduroy, velvet, and intricate lace over overly polished production. Whether capturing subjects in sun-drenched gardens, reflective rowboats, or the moody, dimly lit corners of a classic bar, the work prioritizes a sense of quiet, introspective mystery. With the expert styling of Francesca Burns, the campaign transcends the typical bounds of a luxury fashion house project, instead presenting a sophisticated, narrative-driven exploration of presence and space that feels both timeless and deeply personal, capturing the elusive essence of the city with remarkable poise and depth.