Even as Gucci continues to lend its support against the onslaught of the Covid-19 pandemic, staying committed to its sustainability advocacy is never far from the Italian luxury brand’s mind.
Creative director Alessandro Michele recently launched Off The Grid, a collection of genderless luggage, accessories, footwear and ready-to-wear, under the Gucci Circular Line initiative. For those not in the know, the Gucci Circular Line builds on the circular economy model, where manufacturers and brands explore ways to use and reuse materials and unwanted products so as to extend the products’ life cycle, as well as ensure our planet’s survival for future generations.
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In the heart of the Off The Grid collection is Econyl, a regenerated material made from unwanted nylon and pre- and post-consumer waste such as abandoned fishing nets and carpet. Other recycled materials and sustainable alternatives include metal-free tanned leather, recycled polyester thread and linings, recycled brass and gold, palladium hardware coating as well as solvent-free glues.
Besides recycling and upcycling, the House is also adopting sustainable measures in its production process, as well as points of distribution to combat greenhouse gas emissions.
To amplify the debut of this collection, Michele has enlisted the star power of Academy Award-winning actress, author and activist Jane Fonda, singer-songwriter and actor Miyavi, environmentalist and explorer David de Rothschild, Grammy-award rapper and songwriter Lil Nas X, as well as singer and producer King Princess. Lensed by Harmony Korine, the cast is featured building and living in a rustic treehouse right in the heart of a modern city. The juxtaposition of a simpler way of life set against the concrete jungle, according to Gucci, is a “powerful metaphor for the desire to escape conventional life and enjoy the experience of living more Off The Grid.”
Michele continues: “The collection is the result of teamwork; everybody brought something to it. And in the campaign, too, there is this idea of dialogue among people building something new. 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.”
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