More often than not, labels find themselves reimagining their brand so many times over that they eventually lose sight of their identity. But then, there are the fashion houses so steadfast in the DNA of their label that their identity becomes impenetrable — something which Gucci has upheld since its inception in 1921.

Fifty years later, Gucci created an archival line of bags that championed their signature interlocking G emblem. The lineage became so iconic that their design is still synonymous with the Italian fashion house today. How it managed to sustain its supremacy, you may wonder? For Gucci, the answer is simple: by embracing an ever-evolving narrative.

And, continuing this in 2022, Gucci have announced their latest line, the Gucci Blondie. Drawing inspiration from the patent documents of the 1971 design, the Gucci Blondie once again has its G emblem taking centre stage, while new and original details catapult the accessory into the modern day — breathing a new strain of identity to the pieces.

Spanning over multiple sizes, silhouettes and details, the Gucci Blondie comes in the form of messenger bags, day-to-night handbags and dressed-up clutches. Unveiled through a striking campaign video by Angelo Pennetta, the visual shows the collection rolled out amongst the hustle and bustle of New York. The visual shows multiple women dressed with the pristine edge and masc-femme styling of the 1970s, all accessorised with the perfect Gucci Blondie bag. Showcasing the lines range and versatility, Gucci prove the endless possibilities of fashion as well as the never-ending ability to redefine yourself.

To explore the full collection head to gucci.com. Alternatively, you can stream the campaign now by scrolling below…