Gucci cuts the ribbon on a summer of contentment with new eco line
On the great roulette wheel of fashion, things can feel a little upside-down at the moment. Fashion weeks are digital. Stores were open, then closed, and then opened again. The traditional calendar is in a state of flux. But through the chaos comes a winning bet, as Gucci has just announced the launch of Off The Grid: the very first collection from the house's eco-driven Circular Lines offshoot, and one designed especially to remedy the environmental impact of the industry at large.
Using a small vault of recycled, organic and bio-based and sustainably sourced materials, Off The Grid proves the versatility of Earth-friendly fabrics like Econyl: a nylon crafted from off-cuts and pre and post consumer waste. And it's a happy running mate to creative Alessandro Michele's signature, with Gucci taking a step into workwear (denim chore jackets, shorts and so on) while peddling the high-low technicolour garb of a Seventies student protestor.
That's not the only nod back to softer-focused times. The campaign, which places the natural, back yard safety of a treehouse against a backdrop of downtown LA, was shot by Harmony Korine, the writer behind coming-of-rage cult classic Kids, and features an ensemble cast consisting of Jane Fonda (actress and green activist of the highest order), Lil Nas X (new school 'Old Town Road' rapper), and David de Rothschild (hirsute, appropriately-grizzled ecologist and adventurer).
Of the release, Michele commended the collection as "the result of teamwork; everybody brought something to it... there is this idea of dialogue among people building something new." Which, in this instance, means a comprehensive line of genderless luggage, accessories, footwear and ready-to-wear – all made from the good stuff.
Available online now at gucci.com