Gucci’s new star-studded campaign Off the Grid paves the way for the brand’s Circular Lines collection and reflects a move towards a more sustainable presence in both the fashion world and in nature.
Gucci and it’s creative director Alessandro Michele have been leaders in the move towards more sustainable fashion. Michele’s new vision for the brand to be more sustainable has seen radical changes to the fashion house such as in the change from five physical shows to two season-less shows which mix both men’s and women’s fashion. Not only this, but campaigns such as Off the Grid demonstrate the brands aim to produce circular fashion and produce environmentally friendly clothing.
“Sustainability – at all levels – involves fostering respect: respect for the people we share our planet with as well as for the environment,” the brand says.
The new campaign is shot by auteur and Gucci collaborator Harmony Korine and features a group of star studded cast including actress Jane Fonda, rapper Lil Nas, singer King Princess, record producer and actor Miyavi and environmentalist and explorer David de Rothschild. The group of stars move in and out of a tree house in a fantastical LA garden as Johnny Nash’s Can See Clearly Now plays.
“The treehouse and the simple way of life it represents becomes a powerful metaphor for the desire to escape conventional life and enjoy the experience of living more Off The Grid,” Gucci said.
“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,” said Alessandro Michele.
The clothes are made using recycled, bio-based, organic and sustainably sourced materials especially the material ECONYL – made up of pre and post-consumer waste as well as predominantly a regenerated nylon made using nylon outfits. Other parts of the collection are made from recycled and sustainable materials such as metal-free tanned leather, recycled polyester thread and linings, recycled brass, recycled gold and palladium hardware coating and solvent-free adhesives. The designs are also genderless, contributing to a sustainable outlook – they can be worn by anyone, anytime, anywhere.
It is a step in the right direction, sustainable and ethical, and hopefully it’s the beginning of a full-force movement across the whole fashion industry.
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