Gucci has launched its very first sustainable line, Gucci Off The Grid, with a film starring Jane Fonda, Lil Nas X and King Princess - and shot by Harmony Korine. It also features David Mayer de Rothschild and Miyavi Lee Ishihara. And a soundtrack to uplift by Johnny Nash.
The line is designed "for those mindful of their environmental impact" and created using recycled, organic, bio-based and sustainably sourced materials. They include ECONYL®, a yarn made from regenerated Nylon coupled with solvent-free recycled polyester, as well as leftovers from Gucci’s manufacturing processes.
Gucci Off The Grid is the first collection from Gucci's new Circular Lines - designed by creative director Alessandro Michele to support the house’s vision for circular production.
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The brand announced the Gucci Off The Grid campaign via Instagram overnight, fronted by Fonda. It came with a message from the actor, activist and founder of Fire Drill Fridays. "Demand that your government officials invest in clean energy infrastructure. Global economists agree that it's the top investment we can make, both in terms of climate benefits and having the highest stimulus effect during the time of pandemic when so many jobs need to be created."
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The campaign, with creative direction by Michele and art direction by Christopher Simmonds, sees its stars building a treehouse amidst L.A. skyscrapers. Ready to, in Gucci's words, "open the door to a new beginning."
Says Michele, "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."
The genderless collection of luggage, accessories, footwear and ready-to-wear is a tribute to freedom of self-expression, too, with talent channeling their personal style via the pieces.
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Gucci Off The Grid runs parallel to the brand's Gucci Equilibrium initiative - a platform for the house's "commitments and actions to reduce its environmental footprint and protect nature, while supporting people’s rights and championing inclusivity and respect."
You can find the Gucci Off The Grid line here. Watch the complete film here.
