We are thrilled to announce that Gucci will receive a Special Recognition Award for the “We Will Always Have London”, a campaign by Creative Director Sabato De Sarno captured by photographer and activist, Nan Goldin, at The Fashion Awards 2024 presented by Pandora (TFA), taking place on Monday 2nd December at the Royal Albert Hall, London. TFA, organised by the BFC, are the primary fundraiser for the BFC Foundation and celebrate the role of fashion at the intersection of culture and entertainment, spotlighting creative talent and telling the stories of the year in fashion.
The Special Recognition Award honours outstanding contribution to the fashion industry and longstanding commitment to British excellence and innovation. This year, the award honours Gucci’s “We Will Always Have London” campaign, directed by Creative Director Sabato De Sarno and lensed by the legendary Nan Goldin. Featuring cultural icons Debbie Harry and Kelsey Lu, the campaign is a bold tribute to London’s creative spirit and its profound influence on global fashion. Set against the city’s vibrant backdrop, with Blondie’s iconic “Heart of Glass” enhancing its timeless energy, the campaign celebrates the fusion of people, places and moments, reflecting Gucci’s enduring connection to the city.
Gucci’s relationship with London dates back over a century and this campaign is a testament to the House’s ongoing bond with the capital. In 2024, Gucci further deepened this bond by staging its Cruise 2025 show at Tate Modern, a cultural beacon of modern creativity and innovation, reflecting both the House’s legacy and London’s role as an eternal muse for fashion, art and music. As part of this celebration, the fourth volume of Gucci’s Prospettive series, Ancora Londra, was recently unveiled at the New Bond Street store. Curated by Charlene Prempeh and Lewis Dalton Gilbert, the book explores the contrasts and creative energy of London, reflecting the city’s influence on both the Cruise collection and Gucci’s ongoing narrative.
Building on the Gucci Cruise 2025 Fashion Show, Gucci furthers its commitment to cultural and community impact by joining forces with Tate Modern to support the Electric Dreams exhibition, opening on November 28th, as well as a three-year partnership with Tate supporting young creatives launching in 2025. These efforts, alongside the Gucci Changemakers London programme, which funds scholarships for students at the London College of Fashion, reflect Gucci and dedication to inclusivity and empowering diverse communities through creativity highlighting London’s central role in Gucci’s narrative as both a source of inspiration and a platform for nurturing new talent.
Caroline Rush, Chief Executive, British Fashion Council: “We are delighted to honour Gucci, with a Special Recognition Award for the “We Will Always Have London” campaign, directed by Creative Director Sabato De Sarno and captured by the legendary Nan Goldin. 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 2024 presented by Pandora bring together a global community in London, the home of fashion creativity, to amplify leaders of change, celebrate excellence in creativity and support the next generation of creative talent. The event is the primary fundraiser of the BFC Foundation (Registered Charity Number: 1185152), which supports the future growth and success of the British fashion industry by focusing on education, grant-giving and business mentoring.
TFA is the primary fundraiser of the BFC Foundation (Registered Charity Number: 1185152), which supports the future growth and success of the British fashion industry by focusing on education, grant-giving, and business mentoring. The generosity and commitment of partners, suppliers and supporters is more vital than ever. Please help us by acknowledging their support for The Fashion Awards 2024 presented by Pandora alongside our Official Partners: 1664 Blanc and The Peninsula London. For information on ticket sales, please visit here. For Table and Box enquiries, please email adam.mace@britishfashioncouncil.com.
EDITOR’S NOTES:
Campaign credits
A multi-faceted narrative comes alive in “We Will Always Have London” with Debbie Harry and Kelsey Lu, captured through the lens of famed photographer Nan Goldin. Radiating the free-spirited energy of Sabato De Sarno’s vision, the campaign is an ode to the House’s deep connection to the city as the protagonists showcase the new Gucci Blondie handbag by the Creative Director.
Creative Director: Sabato De Sarno
Artistic Director: Riccardo Zanola
Photographer: Nan Goldin
Director: Benoît Delhomme with Nan Goldin
Stylist: Francesca Burns
Music mixed by Mark Ronson
Additional production and arrangements by Julian Dobson
Blondie – Heart of Glass (Gucci version)
Yakamoto Kotzuga – Fuga
Tirzah ft Coby Sey – Devotion
Koreless – Sun (BBC Maida Vale Sessions)