Gucci will be honored with a special recognition award at the upcoming Fashion Awards, set to take place on December 2 at London’s Royal Albert Hall. The award will recognize the brand’s cruise 2025 campaign, We Will Always Have London, which celebrates the city’s creative influence on global fashion.
The campaign is a continuation of creative director Sabato De Sarno’s Cruise 2025 show held earlier this year at Tate Modern. At the show, De Sarno transformed the gallery’s concrete floors with a lush carpet of greenery, reflecting the inspiration he drew from the UK’s rich landscapes, gardens, and fabrics. The campaign, which features cultural icons like Debbie Harry, Kelsey Lu, Alaato Jazyper, and Yanan Wan, was captured by renowned photographer and activist Nan Goldin. It pays tribute to London’s creative spirit, which has long shaped the fashion world.
Gucci’s connection to London runs deep. The brand’s founder, Guccio Gucci, worked at the Savoy Hotel in 1897, where he was inspired by the luxury luggage carried by its guests, sparking the creation of his own line of high-end suitcases and bags.
For De Sarno, London represents a fusion of music, culture, and art. He has spoken about the city’s unique blend of different influences, from the Tate Modern’s Brutalist architecture to the surrounding countryside and the iconic Rivoli Ballroom, a 1950s venue known for its vintage décor.
On a brand level, Gucci recently launched Prospettive Volume 4, Ancora Londra, at its New Bond Street store. The brand also continues its support of the arts, with a new partnership with Tate Modern for the upcoming Electric Dreams exhibition, opening November 28. Additionally, Gucci has committed to a three-year collaboration with Tate, focusing on supporting emerging creatives beginning in 2025.
Caroline Rush, CEO of the British Fashion Council, praised the campaign, saying, “London has long been a source of inspiration in global fashion, and Gucci’s campaign captures the city’s spirit and energy beautifully. It showcases London’s unique influence across fashion, art, and music. We look forward to celebrating Gucci and Nan Goldin this December.”
The Fashion Awards, the British Fashion Council’s primary fundraiser, supports the growth and success of the UK fashion industry by providing educational opportunities, grants, and business mentoring.
The event will also recognize a number of individuals for their contributions to fashion. Among the nominees for the 2024 awards are Tom Ford, who will receive the Outstanding Achievement Award, as well as Sophia Neophitou-Apostolou, Margaret Barbour, and photographer Tyler Mitchell, who will be honored with Special Recognition Awards. The Isabella Blow Award for Fashion Creator will go to Mitchell. The awards ceremony will be hosted by Kojey Radical and Maya Jama, with Pandora and The Peninsula London as key sponsors. More details will be revealed in the lead-up to the event.
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