How many of you dreamed of living in a treehouse as children and teenagers? Having a small, private, intimate space where you could seclude yourself and connect with your thoughts, dreams and desires as well as with nature and the surroundings. Gucci is making this dream come true with its newest campaign, shot by Harmony Korine and starring Lil Nas X, Jane Fonda, King Princess, Miyavi and David Mayer de Rothschild. The Italian House is presenting a new project, Gucci Off The Grid, defined as “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.”
But what is this all about? As the concern for the future of our planet grows, the fashion industry must rethink its entire structure, goals, processes, and sustainability. Gucci is doing so, naturally, and now launches another project to focus its efforts on fabrics, materials and dead stock. As they explain, 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.”
To release the project, they’ve asked five vocal celebrities involved in contemporary issues such as sustainability, racism, or LGBT-phobia to take part in the campaign. Among them, we find actress Jane Fonda, who made headlines back in December 2019 when she was arrested for peacefully protesting in Washington DC, singers and musicians Lil Nas X, King Princess and Miyavi, or David Mayer de Rothschild, from the infamous Rothschild family, who’s actually a modern-day adventurer and explorer contributing to the fight for a more sustainable future.
“The collection is the result of teamwork; everybody brought something to it,” says Alessandro Michele. “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.”
To release the project, they’ve asked five vocal celebrities involved in contemporary issues such as sustainability, racism, or LGBT-phobia to take part in the campaign. Among them, we find actress Jane Fonda, who made headlines back in December 2019 when she was arrested for peacefully protesting in Washington DC, singers and musicians Lil Nas X, King Princess and Miyavi, or David Mayer de Rothschild, from the infamous Rothschild family, who’s actually a modern-day adventurer and explorer contributing to the fight for a more sustainable future.
“The collection is the result of teamwork; everybody brought something to it,” says Alessandro Michele. “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.”
