From raw materials to manufacturing and production, right through to the advertising campaign.
For the first time ever, the Italian luxury house is launching its first ever sustainable Gucci Off The Grid collection, under the leadership of creative director Alessandro Michele. Since his debut at Gucci in 2015, the designer has continued to offer collections that combine audacity, savoir-faire and eccentricity. While in 2016 the house began to use 100% recycled nylon materials, today Alessandro Michele has gone one step further by imagining an entirely eco-responsible collection that aims above all to support the house’s commitment to circular production.
A collection made from recycled, organic, natural and sustainable materials
What’s on the agenda? Ready-to-wear pieces, accessories, and shoes, as well as unisex luggage, all of which are made from recycled, organic, natural and sustainable materials. A large part of the collection is made from 100% regenerated nylon and created from ECOLYL, a fibre that comes straight from waste that is harmful to the environment and to marine life. The rest of the collection is made of recycled materials or sustainable alternatives, such as metal-free tanned leather, recycled polyester fibres and solvent-free glues. And far beyond the Off The Grid collection, Gucci has introduced more sustainable alternatives throughout the production process to reduce its ecological impact and preserve the environment.
The Gucci Off The Grid campaign
And because the Italian house doesn’t stop there, it also launched an international advertising campaign in Los Angeles, directed by Alessando Michele himself. In this one, Jane Fonda, Miyavi, David de Rothschild, Lil Nas X and King Princess are the headliners. “The collection is the result of teamwork; everyone has contributed something. And in the campaign too, there is this idea of dialogue between people to build something new. I have imagined that we could build a tree house in the city centre, all together, like children…playing in the park. Because we all need to build this house or find out that our planet exists, even where it doesn’t seem to be there, or it’s far away,” says Gucci‘s creative director. All in all, this advertising campaign, filmed by Harmony Korine, is none other than a metaphor for the Off The Grid collection.
For the more playful among us, a themed quiz on the collection and its production process has been put online on the Gucci mobile app. You can test your knowledge and build your own virtual hut by answering the questions correctly.
-Vogue FR
