Gucci has launched its first sustainable collection titled ‘Off The Grid’ under the leadership of its creative director Alessandro Michele.
The collection features genderless luggage, accessories, footwear and ready-to-wear, entirely made up of organic recycled materials, all of which can be traced from renewable and sustainable sources. It also includes Econyl, which is a regenerated nylon made from nylon offcuts and pre-and post-consumer waste.
To celebrate the launch, the Italian brand is releasing a global campaign conceived by Michele and photographed and directed by Harmony Korine. The campaign features veteran actress Jane Fonda, Grammy winning artist Lil Nas, guitarist Miyavi, singer King Princess and David de Rothschild, environmentalist and explorer.
Michele said in a statement: “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. 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 campaign will break on the Gucci ArtWalls worldwide from June 15 in Milan’s Largo la Foppa, in the district of Corso Garibaldi; just off East London’s famous Brick Lane; Shanghai’s Fengsheng Li, Jingan district; Lafayette Street, in Manhattan’s SoHo neighborhood; Hong Kong’s D’Aguilar Street, Lan Kwai Fong, and Yongkang Street, Da’an District, Taipei.