Gucci has launched its latest global campaign for the first collection from it Circular Lines. Known as Gucci Off the Grid, the range is designed by Creative Director Alessandro Michele and is part of the label’s focus on sustainability. As stated in its press release, “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.”
For the campaign, the house enlisted big name personalities and talents such as Jane Fonda, Lil Nas X, King Princess, Miyavi and David de Rothschild who can also be seen sporting the line’s clothing, accessories and footwear. Moreover, the pictorial, shot by Harmony Korine and envisioned by Alessandro Michelle, shows a city’s contrasting elements of concrete and glass existing alongside greenery and nature. “The collection is the result of teamwork; everybody brought something to it, Alessandro Michele says. “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.”
Gucci will also launch an interactive element in its app where people can take a quiz about the production process of the collection. Participants can also build virtual tree houses, unlock wallpapers and have the ability to share their achievements through social media. Take a look at the entire campaign above.
In other fashion news, Emma Watson just joined Kering brand as one of its Board of Directors.