Gucci Off The Grid: The first collection from the brand's sustainable, circular line
Green with Gucci
Here lies the next pivotal chapter in Alessandro Michele's reign at Gucci: The first drop, Off The Grid, from Gucci Circular Lines — the house's initiative to cement their vision for circular production in fashion. As far as the threads go, the ebuilient collection uses recycled, organic, bio-based, and sustainably sourced materials, including ECONYL® — a regenerated nylon made from nylon offcuts and pre- and post-consumer waste.
Shot by photographer and director Harmony Korine, the Gucci Off The Grid campaign features an unlikely mix of starlets — Academy Award-winning actress Jane Fonda, Grammy award-winning rapper Lil Nas X, record producer and actor Miyavi, environmentalist David de Rothschild, and singer and music producer King Princess. The capsule collection, as fronted by the new Gucci Gang, sees genderless luggages, accessories, footwear, and ready-to-wear, in a rustic treehouse within a modern empire towering in the backdrop. Poised to be a powerful metaphor for hopping off the grid in a concrete jungle set ablaze by consumption and waste.
"I imagined that we could build a treehouse in a city centre, all together, like kids playing in the park." says Michele, "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 collection also sings in harmony with Gucci Equilibrium — the brand's ongoing bravado to create positive change for people and the planet.
To kick off the launch, a dedicated section on the Gucci App will host fun and interactive challenges in themed quizzes on the collection and its circular production process. Users can learn more and also build their own virtual city treehouse by getting the answers right, and eventually unlocking a special wallpaper to share on social media.
Ditching urban life to seek out a green escape may be an attractive proposition for most of us bordered in our metropolitan cityscapes, but Gucci reminds us that we really only have one planet, and zero backup options. It all certainly drums down to what our next steps will be...