Global – Gucci's Off The Grid collection uses recycled, organic and bio-based materials as part of an initiative supporting more circular production.
Marking the brand’s first collection to be launched within Gucci Circular Lines, the genderless products were created for consumers hoping to shop more mindfully. To celebrate the release of the collection, the fashion house is also hosting a dedicated section on the Gucci app – allowing users to take part in a themed quiz and respond to questions about the circular production process.
Also aiming to reach customers who might not actively seek sustainable options, the brand has launched a campaign video featuring Jane Fonda, Miyavi and King Princess. Created as a collaborative response to the environmental issues in the fashion industry, Alessandro Michele, creative director at Gucci, said: ‘The collection is the result of teamwork; everybody brought something to it.’
As fashion businesses navigate the inter-Covid period, traditional markers of luxury are being rethought to prioritise ethical and sustainable values. For more, explore Uneasy Affluence.