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Gucci Launches Off The Grid, Its First Sustainable Collection

Gucci Launches Off The Grid, Its First Sustainable Collection

Gucci, Off The Grid Campaign
Gucci Off The Grid Collection
Gucci Off The Grid Collection
Gucci Off The Grid Collection
Gucci Off The Grid Collection +11
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Between rising consumer demands for sustainable practices and the secondhand clothing industry estimated to be valued at $64 billion by 2025, you can’t not practice eco-friendly fashion solutions. That’s the Herculean task that Gucci is taking on with Off the Grid, the Italian fashion house’s first environmentally-conscious collection heralded by creative director Alessandro Michele.

“Gucci Off The Grid has been conceived to enhance respect for, and responsibility towards, the environment,” the brand stated in a press release. “Gucci believes that sustainability—at all levels—involves fostering this respect: respect for the people we share our planet with as well as for the environment. If we lighten our environmental footprint we can enjoy the world with greater freedom— the freedom to follow our dreams, with curiosity, openness and joy.”

To star in its campaign, Gucci tapped Jane Fonda, Lil Nas X, King Princess, Miyavi, and David Mayer de Rothschild.

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Gucci, Lil Nas X
Photo: Courtesy of Gucci
Gucci, Jane Fonda
Jane Fonda starring in Gucci’s Off the Grid Campaign. Photo: Courtesy of Gucci

This isn’t the first time that Michele has addressed the reckless, wasteful nature of the fashion industry. During his weeks in quarantine, Gucci published his private diaries that not only dictated his decision to upend the fashion calendar, but expressed his environmental concerns: “We went way too far. Our reckless actions have burned the house we live in. We conceived of ourselves as separated from nature, we felt cunning and almighty. We usurped nature, we dominated and wounded it.” With Off the Grid, Gucci hopes to restore balance.


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