Gucci to Receive Special Recognition at Fashion Awards for London-centric Campaign

Tianwei Zhang
·2-min read

LOVE LETTER TO LONDON: Gucci will receive a special recognition award for the brand’s cruise 2025 “We Will Always Have London” campaign at the Fashion Awards, slated for Dec. 2 at London’s Royal Albert Hall.

An extension of creative director Sabato De Sarno’s cruise show at Tate Modern in May — where he laid down a carpet of greenery on the poured concrete floors for a collection inspired by the country’s lush gardens, greenery and fabulous fabrics — the campaign featuring Debbie Harry, Kelsey Lu, Alaato Jazyper and Yanan Wan was captured by photographer and activist Nan Goldin as a tribute to London’s creative spirit and its influence on global fashion.

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Both Gucci and De Sarno share a personal link to the city. Brand founder Guccio Gucci used to work at the Savoy in 1897. His observation of the guests’ luggage inspired him to start creating his own line of luxury suitcases and bags.

For De Sarno, he associates London with music, culture and art, “the clash of different cultures,” he said in an earlier interview, and ticks off several of his favorites — the Tate’s Brutalist architecture, the city’s surrounding countryside and the Rivoli Ballroom, dating back to the ‘50s and famed for its original decor.

On a brand level, Gucci recently released the fourth volume of its Prospettive series, Ancora Londra, at the New Bond Street store.

It will also join Tate Modern as a supporter of the Electric Dreams exhibition, opening on Nov. 28, as well as a three-year partnership with Tate supporting young creatives launching in 2025.

Caroline Rush, chief executive officer of the British Fashion Council, said: “London has long been a source of inspiration within the global fashion industry and the campaign beautifully captures the spirit and energy that makes our city so iconic. It truly showcases the city’s unique influence in fashion, art and music worldwide. We can’t wait to celebrate Gucci and Nan Goldin in December.”

The Fashion Awards is the primary fundraiser of the BFC Foundation, which aims to support the future growth and success of the British fashion industry by focusing on education, grant-giving and business mentoring.

Having unveiled nominees for the 2024 Fashion Awards, Tom Ford as the Outstanding Achievement Award and recipients for the Special Recognition Awards, which will go to Sophia Neophitou-Apostolou of 10 Magazine, as well as Margaret Barbour, and photographer Tyler Mitchell for the Isabella Blow Award for Fashion Creator, more details are expected to be revealed in the coming weeks, leading up to the main event, which counts Pandora and The Peninsula London as key sponsors and Kojey Radical and Maya Jama as hosts of the night.

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