Dubbed ‘Off The Grid’, the collection is the first of a line that will focus on circular production – or what the house calls Gucci Circular Lines.
Gucci has long been touted for its extravagance and maximalist styles – look at its recent Fall 2020 show of Renaissance-style gowns, leather harnesses and flashy accessories, for instance. But following its fur ban and new “seasonless” format as well as increasing push for sustainability from industry professionals and consumers, the Italian brand has finally unveiled a highly-anticipated new sustainable collection.
Dubbed ‘Off The Grid’, the collection is the first of a line that will focus on circular production – or what the house calls Gucci Circular Lines.
Designed by creative director Alessandro Michele, the sustainable collection is made using recycled, organic, bio-based and sustainably sourced materials. One key material is ECONYL®, a 100% regenerated nylon recycled from pre- and post-consumer waste which would otherwise end up in landfills or harm underwater life.
Other sustainable alternatives incorporated into the pieces include metal-free tanned leather, recycled polyester thread and linings, recycled brass, recycled gold and palladium hardware coating and solvent-free adhesives.
The Off The Grid collection consists of ready-to-wear clothing, bags, shoes and a range of accessories featuring the signature vibrant, idiosyncratic Gucci aesthetic. To celebrate its launch, Gucci unveiled a global campaign with a star-studded cast starring Jane Fonda, Lil Nas X, King Princess, Miyavi, and David de Rothschild.
Shot and directed by film director Harmony Korine, the stars are seen wearing pieces from the collection while building a treehouse and doing a little gardening in the middle of what looks like Central Park in New York City.
“In the campaign, there is this idea of dialogue among people building something new,” Michele said in a press statement. “I imagined that we could build a treehouse in a city centre, all together, like kids playing in the park. Because all of us need to build this house or to find out that our planet exists, even where it seems it’s not there, or it’s far away.”
Watch the campaign video at the top of this page or take a closer look at the campaign imagery below.
Discover the full collection on the official website here.
Photos: Gucci
