Italian fashion house Gucci has launched its latest global campaign – their first sustainable project – Gucci Off The Grid.
Heralded by the luxury brand’s creative director Alessandro Michele, the environmentally-conscious collection is part of the label’s great focus to shift towards sustainability.
The 37-piece collection, which includes luggage, accessories, footwear and ready-to-wear pieces are made from recycled, organic, bio-based materials including ECONYL – a regenerated nylon made from nylon offcuts and pre- and post-consumer waste. Off The Grid is an extension of Gucci’s program Circular Lines – an ongoing initiative to implement circular production in a bid to reduce waste.
“Gucci Off The Grid has been conceived to enhance respect for, and responsibility towards, the environment,” the brand stated in a press release. “Gucci believes that sustainability – at all levels – involves fostering this respect – respect for the people we share our planet with as well as for the environment. If we lighten our environmental footprint, we can enjoy the world with greater freedom – the freedom to follow our dreams with curiosity, openness and joy.”
Shot by Harmony Korine and envisioned by Alessandro Michele, the house enlisted big name personalities and talents for the campaign including Jane Fonda, musician Miyavi, environmentalist David de Rothschild, award-winning rapper Lil Nas X and singer, songwriter King Princess.
The one-minute video campaign shows a city’s contrasting elements of concrete and glass beyond a lush green landscape, in which the actors build a treehouse to live in.
Alessandro Michele said the vision for the campaign imagery came from a collective idea to explore our inner child, who loves to play outside, climb trees and explore the world.
“There is this idea of dialogue among people building something new. I imagine that we could build a treehouse in a city centre, all together, like kids playing in a 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.”
Visit Gucci and shop the latest collection at 190 Edward Street, Brisbane.