The British Fashion Council has announced that Gucci will receive a Special Recognition Award for its “We Will Always Have London” campaign at The Fashion Awards 2024.
The award honours outstanding contribution to the fashion industry and longstanding commitment to British excellence and innovation.
This year, the award celebrates Gucci’s “We Will Always Have London” campaign, directed by Creative Director Sabato De Sarno and captured by photographer and activist Nan Goldin.
Featuring 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 “Heart of Glass”, it celebrates the fusion of people, places and moments, reflecting the brand’s ongoing connection to the city.
Gucci’s relationship with London dates back over a century and further deepened this bond earlier this year by staging its Cruise 2025 show at Tate Modern, reflecting both the brand’s legacy and London’s role as an “eternal muse for fashion, art and music”.
Building on the Gucci Cruise 2025 Fashion Show, Gucci has also expanded its commitment to cultural and community impact by joining forces with Tate Modern to support its Electric Dreams exhibition, opening on 28 November, 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, highlight the capital’s central role in Gucci’s narrative as both a source of inspiration and a platform for nurturing new talent.
Caroline Rush, CEO of The British Fashion Council, said: “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 news comes after the British Fashion Council announced the nominees for The Fashion Awards 2024, as well as confirming American fashion designer Tom Ford as the recipient of this year’s Outstanding Achievement Award.
The event, presented by Pandora, will continue to celebrate the role of fashion at the intersection of culture and entertainment, spotlighting creative talent and telling the stories of the year in fashion through the lens of purpose, excellence, and creativity.
Award categories previously announced also include Designer of the Year, Model of the Year, British Menswear Designer, British Womenswear Designer, New Establishment Menswear, New Establishment Womenswear and British Accessories Designer – the winners of which will be revealed on the night.
