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Gucci’s ‘Blondie’ bag revival evokes the ongoing 1970s…

Gucci’s ‘Blondie’ bag revival evokes the ongoing 1970s…

Gucci Blondie bag.

First released in 1971, Gucci’s ‘Blondie’ bag was recently reimagined by creative director Sabato De Sarno as part of his Cruise 2025 collection, centered around a rounded version of the brand’s historic interlocking G symbol. Today it is one of the most recognizable fashion motifs and remains in De Sarno’s interpretation, intended to evoke the effortless insouciance of the original and the heady, liberated spirit of the 1970s.

The decade ushered in a new era for Gucci, as celebrity fans like Grace Kelly and Jackie Kennedy Onassis (after whom the house’s “Jackie” bag was named) propelled the Florentine house to international fame. The company launched watches and perfumes and in 1977 also opened the Gucci Galleria in Beverly Hills, a gleaming temple of luxury fashion accessible only to wealthy customers via a gifted gold key.

New classic: the Blondie bag from Gucci

Small black leather ‘Blondie’ bag, £2,530, by Gucci (available at gucci.com) (Image credit: Photography by Guillaume Blondiau)

De Sarno, who joined Gucci in 2023, wants his tenure to create a similarly optimistic mood, in which the designer has previously added glamorous and artisanal touches to everyday clothing. He also paid homage to London with his show “Cruise 2025,” which took place in May and staged it in the Herzog & de Meuron-designed tanks at Tate Modern. “I owe a lot to this city,” says De Sarno, pointing out that Guccio Gucci got the idea for his eponymous brand in the British capital while working as a porter at the Savoy Hotel. “It welcomed me and listened to me.” The same goes for Gucci, whose founder was inspired by his experiences there.”

The most striking thing about De Sarno’s Cruise collection was the use of crafts, ranging from hanging beads and tassels to laser-cut chamomile flowers on garments. It was a powerful reminder of Gucci’s long history of artisanal craftsmanship, which is also reflected in the ‘Blondie’, now available in rich Tuscan leather or simple canvas. Two versions of the logo have since been unveiled: one made of leather and the other enameled, a nod to the jewelry the house made in the 1970s. ‘[It is] “A mix of nostalgia and modernity,” says Gucci.

The bag’s revival is ushered in by a new campaign titled “We Will Always Have London,” captured by pioneering countercultural American photographer Nan Goldin. The film is a so-called ode to the “timeless fascination of London” and takes place in black taxis, townhouses and along the Thames. The main roles are played by the musicians Blondie and Kelsey Lu as well as a group of young protagonists.

Watch “We Will Always Have London” by Nan Goldin below.

The new look “Blondie,” currently available at Gucci’s New Bond Street store in London, is the first style to launch from the Cruise 2025 collection. The rest of the collection will be available in store in early November, where it will be available exclusively worldwide for a week before being distributed worldwide. The complete Blondie collection is available at gucci.com.

Set design: Lianna Fowler. Photo assistance: Karolina Burlikowska. Stage Assistant: Lucy Fraser.

This article appears in the November 2024 issue of Wallpaper* Available October 10th in print on newsstands, in the Wallpaper* app on Apple iOS, and for Apple News+ subscribers. Subscribe to Wallpaper* today