First Gucci Sustainable Campaign: Off The Grid
Every day the importance of the environment becomes more and more essential. As a result, consumers are seeking eco-friendly products and brands are recognizing the need to adapt and create conscious collections. The first sustainable collection by Gucci, titled Off The Grid, is now out. The brand is one of the first luxury companies shining a light on sustainability. The collection is part of Gucci Circular Lines, an initiative created to support Gucci’s circular production and to help the Earth.
Off The Grid, The First Gucci Sustainable Collection
Off the Grid is the first conscious collection by Gucci. The luxury brand created what they call Gucci Circular Lines as a platform to continue to offer more eco-friendly collections.
“Gucci Off The Grid has been conceived to enhance respect for, and responsibility towards, the environment,” stated the brand in its 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.”
Inside Off The Grid
The collection features 37, non-gender, pieces. Comprised of genderless sneakers, bags, accessories, and ready-to-wear clothing, each item in the collection is thoughtfully made using recycled, organic, bio-based, or sustainably sourced materials. All created with the goal to of showing respect not only for nature but also for people, all people.
“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,” says creative director Alessandro Michele. “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.”
To celebrate the launch of Off the Grid, Gucci created a campaign video filmed by the photograph Harmony Korine. The video features Jane Fonda, King Princess, Lil Nas X, David Mayer de Rothschild, and Miyavi working together to create a treehouse in the center of the city.
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@janefonda leads the cast of the campaign for the first Gucci sustainable line which also includes David Mayer de Rothschild @thelostexplorer, @lilnasx, @kingprincess69 and @miyavi_ishihara. They each wear pieces from the #GucciOffTheGrid collection, standing and sitting in a treehouse in the city, ready to—as the line’s label suggests—open the door to a new beginning. Gucci Off The Grid is created using recycled, organic, bio-based and sustainably sourced materials, including ECONYL®, made from regenerated Nylon coupled with solvent-free recycled polyester as well as leftovers from Gucci’s manufacturing processes. #AlessandroMichele @alessandro_michele Music: “I Can See Clearly Now” (J. Nash) © 1972 Nashco Music Inc / Ashco Music Inc / CP Masters BV Courtesy of Warner Chappell Music Italiana Srl (P) 1972 Sony Music Entertainment UK Limited Courtesy of Sony Music Italy S.p.A
Words by Inês Estrela da Costa