To mark the launch of the first sustainable “Off the Grid” collection, Gucci launched a campaign, created by Alessandro Michele and under the artistic direction of Christopher Simmonds, starring actress and fitness icon Jane Fonda.
The collection is part of the Gucci Circular Lines sustainability project, characterized by sustainability in all its forms such as minimizing emissions and the use of recycled, organic materials, such as ECONYL®, which is biologically based and of sustainable origin, including regenerated nylon obtained from pre and post-consumer waste.
ECONYL® is an environmentally sustainable regenerated nylon fabric that includes abandoned fishing nets and abandoned carpets. Thanks to a regeneration process, even plastic recovered at sea gets new life. This fabric has been used by Gucci since 2016, and the company also ensures the use of metal-free tanned leathers, recycled polyester thread and lining, recycled brass, gold and palladium metal trim coatings, and solvent-free adhesives.
“Residual emissions are offset annually in line with the House’s commitment to zero carbon emissions, through support for REDD+ programs that protect forests and biodiversity in key locations around the world and help protect our planet.
It says in a note from the maison, which continues:
“Human beings have a strong need to connect with the outside world; they are fascinated by the power and magnificence of nature and feel joy in being able to live in a natural environment. The desire to explore this way of life and the natural world in general can be considered innate in man. Travel makes a great contribution to meeting this need. Travel is a way to stimulate and nurture the imagination, which is why Gucci embraces the idea of travel as a means of discovery and self-expression”.
The collection includes ready-to-wear items, accessories, luggage, shoes that have a main characteristic, they are all genderless. The campaign, shot by the American photographer, director and screenwriter Harmony Korine (Kids, Gummo, Ken Park, etc.), is set in a sort of tree house but immersed in the centre of a metropolis, a clear sign of the need to escape from the crowded everyday city life and rediscover nature that invites you to live “Off the Grid”.
“The collection is the result of teamwork, where everyone brought something. And also in the campaign there is the idea of dialogue between people, building something new. I imagined that we could all build together, a bit like children playing in the park, a tree house in the center of a metropolis, because we all need to build this house or to discover that the planet exists even where it seems to us that it is not there, or that it is far away,” Alessandro Michele said.
Not only Jane Fonda, Gucci has chosen the likes of Miyavi, Japanese guitarist, songwriter and producer; Lil Nas X, rapper and winner of two Grammi Awards in 2020; David Mayer de Rothschild, environmentalist and explorer and King Princess, American singer.