Gucci’s Blondie Bag Steals the Show… Again.

The Gucci Blondie bag is back for an encore, and this time its front and center at the Gucci Cruise 2025 show in London. The Blondie is back and better than ever, all thanks to novel creative director Sabato De Sarno, who is giving yet another house staple a fresh makeover.

Having already reimagined the iconic Jackie bag, De Sarno has now turned his attention to the ‘70s Blondie, and his new campaign “We Will Always Have London,” fully celebrates the spirit of the bag’s rebirth.

The Blondie is an especially memorable chapter in the rich history of Gucci bags. Born in the 1970s, this double-G logo bag reflected the bold and rebellious spirit of the era. Fast forward to 2025, and it’s been reimagined with both elegance and functionality for today’s wardrobe.

But it’s not just about undeniable looks—it’s about exceptional craft, too. The leather version of the Blondie presents a padded logo with contrasting ivory stitching, while the enameled brass hardware nods to the House’s jewelry-making techniques from the ’70s. The detachable strap means versatility—cross-body, on the shoulder, or in hand—wherever the day (or night) takes you. It’s through this versatility De Sarno’s eye truly shines, with a new-school Gucci that strikes the balance between classy and a little cheeky, a signature that in London’s Cruise ‘25 show was clearly woven into both the clothing and accessories, including the reimagined Blondie. 

The campaign itself is a love letter to London echoing De Sarno’s affair with the British capital, captured through Nan Goldin’s lens. The main character? The Blondie bag. Because we are talking about a piece of Gucci’s past, present and future all rolled into one. De Sarno’s vision proves that when it comes to revamping icons, he really cracked the code. And yes, The Blondie is back and here to stay, making its mark as a timeless stable in Gucci’s evolving story.

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