Gucci’s latest collection, Ditching urban life for a greener escape, incorporates recycled, organic, bio-based, and sustainably sourced materials.
By Julia Roxan
Launching a collection of genderless luggage, accessories, footwear and ready-to-wear garments, under the Gucci Circular Line initiative, Creative Director Alessandro Michele remains committed to advocating sustainability. Exploring new methods of using and reusing materials to extend the products’ life cycle and ensure our planet’s survival for future generations.
Dubbed ‘Off The Grid’, the collection incorporates recycled, organic, bio-based, and sustainably sourced materials. Materials used include metal-free tanned leather, recycled polyester thread and linings, recycled brass and gold, palladium hardware coating, solvent-free glues, and ECONYL. Which refer to regenerated nylon made from nylon offcuts and pre- and post-consumer waste.
Shot and directed by DOX Award-winner, Harmony Korine, Gucci’s latest campaign features an onslaught of unexpected celebrities, including, Academy Award-winning actress Jane Fonda, Grammy award-winning rapper Lil Nas X, record producer and actor Miyavi, environmentalist David de Rothschild, plus singer and music producer King Princess.
Showcasing a “powerful metaphor for the desire to escape conventional life and enjoy the experience of living more Off The Grid”, the campaign is set in a concrete jungle landscape amidst a modern city backdrop. Where each cast is depicted to ditch urban life for a greener escape through the building and living in a rustic treehouse.
The campaign and its products which are currently live and available for preorder on the official Gucci website kicked off online through the Gucci App with interactive challenges, themed quizzes, special mobile wallpapers and other social media-friendly content.