GUCCI'S NEW OFF THE GRID COLLECTION: JANE FONDA, KING PRINCESS AND DAVID DE ROTHSCHILD

Gucci is setting an example of how beautiful sustainability can be with their Off the Grid collection launching.

By Balthazar Malevolent

GUCCI'S NEW OFF THE GRID COLLECTION: JANE FONDA, KING PRINCESS AND DAVID DE ROTHSCHILD

King Princess, Jane Fonda, Lil Nas X, Miyavi and David de Rothschild star in Gucci's First Off The Grid Circular Lines campaign.

The collection and its campaign is the first part of Gucci Circular Lines, a series of campaigns working towards a purely circular production vision – creating no waste and remaining carbon neutral. Designed and developed by creative director Alessandro Michele, the Off the Grid range uses recycled, renewable, bio-based and sustainably sourced fabrics, including regenerated nylon, Econyl. This yarn comes from pre- and post-consumer waste nylon, including trashed fishing nets and carpets — reworking plastics that harm marine life and old materials that are likely to end up in a new high-quality thread in landfill. Beginning in 2016, Gucci became the first luxury brand to use Econyl regenerated nylon thread for its products. The company has also pledged as much as possible to reduce greenhouse gas emissions in its supply chains, and to offset the remaining emissions to be carbon neutral.

Their commitment to sustainability is reflected in a Harmony Korine advertisement which has collaborated closely with Michele on previous initiatives. With an impressive cast consisting of Jane Fonda, Lil Nas X, King Princess, Miyavi, and David de Rothschild, the campaign follows a group of city-dwelling friends who built a treehouse to be their new home in the heart of a busy metropolitan area. These people seem content and beautiful as they come into contact with nature and rediscover their own connection. Throughout film and photography, both done by Korine, the pictures derive strength from a beautiful contrast between the natural elements such as wood and leaves and the steel, glass, and concrete constructions of humanity. Clad in Gucci upcycled, the stars and the optimistic energy they bring to the harmonious compositions of Korine fit colorfully.

The campaign is already a tremendous success and a hugely significant message in itself, and provides an important moment in the wider brand sense. All of Gucci's imagery draws heavily on a sense of imagination, tap into a dream world that represents inner concepts of beauty rather than external reality. While this campaign suggests some of its elements of fantasy, with its whimsical contrast between organic and urban, it is also urgently real. Respect for nature and a commitment to sustainability is not just an eco-fantasy, a distant ideal, but is a real necessity if we want to live on this earth for a long time to come. It's time for companies – in our business and everywhere else – to use their power and energy to create a manufacturing process that is fully sustainable and emission-free. Gucci has started taking significant first steps and we hope the seeds they have planted will continue to grow. Looking forward to seeing big houses such as Rick Owens, Saint Laurent and Alexander Wang join this "trend" and start working along with Gucci on improving our planet.

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