Gucci Off The Grid Campaign
Gucci announces the launch of Gucci Off The Grid, the first collection from Gucci Circular Lines, designed by Creative Director Alessandro Michele, an initiative created to support the House’s vision for circular production.
Designed for those mindful of their environmental impact, Gucci Off The Grid uses recycled, organic, bio-based and sustainably sourced materials, including ECONYL®, a regenerated nylon made from nylon offcuts and pre- and post-consumer waste.
Human beings naturally crave a connection with the outside world and are rightly fascinated by the power and majesty of nature, and highly value the joy there is in being able to explore it.
Escapism is therefore an instinctive human desire, and journeys of all sorts are valuable in being able to fulfil this need. And of course, that includes journeys of the imagination, too, which can be genuinely inspiring. A journey is a way of engaging and nourishing the imagination, and it is for this reason that Gucci embraces the idea of the journey as a means of self-discovery and self-expression.
Along with the launch of the collection, which comprises genderless luggage, accessories, footwear and ready-to-wear, Gucci released a global campaign conceived by Alessandro Michele and shot by photographer and director Harmony Korine. Featuring a cast of city dwellers who have taken up residence in a rustic treehouse, constructed in the heart of a towering concrete and glass modern metropolis. The striking contrast between the small-scale, crudely assembled wooden structure, with its greenery and unfinished planks, and the slick, soaring skyscrapers that dwarf it, makes for whimsical images where our metropolitan explorers look like they are making a modest stand for the future of humankind. Of course, 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.
“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 eclectic group of treehouse people starring in the campaign, which was shot in Los Angeles prior to recent events, includes: Jane Fonda, Academy Award-winning actress, producer, author and activist; guitarist, singer-songwriter, record producer and actor Miyavi; David de Rothschild, environmentalist and explorer; GRAMMY Award-winning rapper, singer and songwriter Lil Nas X; and King Princess, singer, songwriter, instrumentalist and music producer.
A special section on the Gucci App will allow users to challenge themselves to a themed quiz, responding to questions about the collection and its circular production process. Taking inspiration from the campaign’s concept, players can build their own city tree house virtually by correctly answering questions, and eventually unlock dedicated wallpaper to share on social media.
Sustainability – at all levels – involves fostering respect: respect for the people we share our planet with as well as for the environment. If we lighten our environmental footprint we can explore the world with greater freedom – the freedom to follow our dreams, with curiosity, openness and joy.
The collection’s main material is 100% regenerated nylon created from recycled ECONYL® yarn. This yarn comes from nylon from pre- and post-consumer waste, including abandoned fishing nets and carpets — transforming plastics that harm marine life and old materials that will likely end up in landfills into a new high-quality thread. Gucci was the first luxury brand to use ECONYL® regenerated nylon thread for its products, beginning in 2016. Other components of Gucci Off The Grid are made from recycled materials and more sustainable alternatives such as metal-free tanned leather, recycled polyester thread and linings, recycled brass, recycled gold and palladium hardware coating, and solvent-free adhesives. To support a continued cycle, the ECONYL® offcuts are recovered from Gucci Off the Grid’s manufacturing and then recycled to create new ECONYL® materials as part of the “GUCCI-ECONYL® PRE CONSUMER FABRIC TAKE BACK PROGRAM”. Leather scraps from the collection are also recovered and upcycled as part of the Gucci-Up programme.
Regarding greenhouse gas emissions, Gucci’s core approach to sustainability here is first to avoid and reduce the impacts in its own operations and across the entire supply chain, and then, as a last measure, to protect and conserve nature though offsetting. To this end, the House has incorporated more sustainable alternatives related to the sourcing of raw materials, the manufacturing and production processes, and distribution and sales, in order to lower greenhouse gas emissions, and has offset the remaining emissions through Gucci’s annual carbon neutral commitment, which supports REDD+ projects that protect forests and biodiversity in vital places around the world to help the conservation of our planet.
The Gucci Off The Grid collection comes with dedicated FSC-certified packaging, which includes a card displaying a Gucci logo that features information about the products and the story behind the Gucci Off The Grid sustainability project.
Creative Director: Alessandro Michele
Art Director: Christopher Simmonds
Photographer/Director: Harmony Korine
Talents: Jane Fonda, Lil Nas X, King Princess, Miyavi, David de Rothschild
Make Up: Thomas de Kluyver
Hair Stylist: Alex Brownsell
VIDEO MUSIC
"I CAN SEE CLEARLY NOW"
(J. Nash)
© 1972 Nashco Music Inc / Ashco Music Inc / CP Masters BV
Courtesy of Warner Chappell Music Italiana Srl
(P) 1972 Sony Music Entertainment UK Limited
Courtesy of Sony Music Italy S.p.A
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