Creative director Sabato De Sarno has steered Gucci through a reinterpretation journey for their Spring/Summer 2024 collection. This journey blends heritage with modernity as the Italian House codes undergo a striking reimagination. In the heart of this evolution, the Horsebit 1955 bag would surely not be excluded, now reborn asymmetrically from Demetra – a vegan alternative to leather.
Gucci redefined Haute Couture with a conscience by forging an alliance between luxury and sustainability, and none other than Billie Eilish stands tall for the brand’s commitment to bold progress. Central to this evolution lies Demetra, a material reflecting Gucci’s devotion. Sourced from 75% plant-derived raw materials, the animal-free innovation is the culmination of two years of traditional craftmanship by Gucci’s artisans and technicians. Demetra reflects the House’s determined pursuit of a future marked by ecological consciousness, as the new Horsebit 1955 bag is in perfect accord with Gucci’s pursuit of circularity within its collections.
Billie Eilish’s unfiltered voice permeates the novel campaign that features a blend of imagery and videos. Matched with her soulful composition What Was I Made For?, the videos unfold a series of cinematic moments, forming a candid motion that resonates with the essence of the singer’s life.