Gucci launches sustainable collection via Farfetch

By

Sandra Halliday

Published
Jul 1, 2020

Sustainability is having an ever larger impact on the luxury sector and this week Gucci launches its first collection under its Gucci Circular Lines initiative. It will be available to shop on-site from July 1.

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The Circular Lines concept was created “to support the house's vision for circular production”. The collection debuts today (July 1) and has been “designed for those mindful of their environmental impact”. 

It puts this into action via its use of recycled, organic, bio-based and sustainably-sourced materials. They include Econyl, the regenerated material made from nylon offcuts and pre- and post-consumer waste that’s been making a major impact on sustainably-focused fashion collections in recent periods.

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The offer includes “genderless luggage, accessories, footwear and ready-to-wear” and also comes with a celebrity-studded global campaign conceived by the brand’s creative chief Alessandro Michele.

The images were shot by photographer and director Harmony Korine with models including American rapper Lil Nas, veteran actress Jane Fonda, Japanese musician Miyavi, British adventurer David de Rothschild and singer-songwriter King Princess.

Michele said of all this that 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”.