The environmental revolution is well on its way, and Gucci is leading major fashion houses towards sustainability.
It’s no secret that the clothing industry is one of the biggest polluters in the world. Many have come to realize that the throw-away culture that comes along with fashion is detrimental to nature. People are now making the effort to be conscious buyers by thrifting and purchasing from kinder labels. However, buying less is a band-aid solution, because at most, it only buys us time. The main problem is that the process of manufacturing remains to be a linear model. It begins with a major production that includes chemicals and excessive waste, which ultimately ends in disposal.
Gucci takes on the back-breaking task by treating fashion as the value and not the problem. With a simple solution, Gucci makes the process of fashion circular instead of liner. Dealing with the problem as a whole by connecting the two ends.
The first in the line-up from Gucci Circular Lines is their Pre-Fall 2020–2021 “Off The Grid” collection designed by Creative Director Alessandro Michele. The collection’s initiative is to promote the house’s vision for circular production.
The iconic brand proves that you don’t have to give up the glamour of fashion to be sustainable. Instead of ending a clothing’s life once its discarded, circular production is able to give it a new life, many “lives” in fact. By using materials that can be broken down, recycled, and made into something new. This creates a positive never-ending cycle. Gucci does just that in their collection that uses recycled, organic, bio-based, and sustainably sourced materials, including ECONYL®, a regenerated nylon made from nylon offcuts, and pre- and post-consumer waste that Gucci first started using in 2016.
Gucci Off The Grid comprises of genderless ready-to-wear, footwear, accessories, and even luggage. They remain with their top-quality craftmanship but incorporated sustainable materials in the process. The striking bold colors of terracotta orange, sunshine yellow and cobalt blue of the pieces in the collection reminds us to celebrate the vivid life in nature. As one also expects from Gucci, the designs are still clad with their logo to connect the human instinct of imagination and creativity that the luxury brand is known for. Modeling the collection are stars who represent the individualistic real style of the brand such as Jane Fonda, Miyavi, David de Rothschild, Lil Nas X, and King Princess.
The global campaign symbolizes the house’s mission to lead consumers and designers alike to respect the space we live in and the people we share it with. The very core of what sustainability is.
Alessandro Michele shares this will not be possible if not the whole team coming together to build on the dialogue. “The collection is the result of teamwork; everybody brought something to it…I imagined that we could build a treehouse in the city center, 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,” he discloses in the press release. In the campaign’s images, humanity makes a stand in a bustling city, with a distinct style and attitude we can once again come together outside. To enjoy the art of fashion while giving the respect to the world we live in.
Gucci has always championed adapting to a world that constantly changes and this time, they are advocating a future where we won’t only be talking about sustainable fashion, but it will already be a given.
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