Gucci is green: Gucci of the grid

Gucci looks to the future with a new concept of luxury

Summer without travel? Do you want to run away and open your eyes to a different world? Train your mind and remember what you did as a child. L ‘ imagination </ em>.

is the imagination at the center of the new Gucci Off The Grid campaign , something that takes us away from reality. Alessandro Michele, creative director of the Maison , brings to mind his childhood period.

So he built a tree house with a view of Los Angeles, a corner of paradise in the middle of concrete. Take a cue .

«The collection is the result of teamwork, where everyone has brought something. And also in the countryside there is the idea of dialogue between people, who build something new. I imagined that we could all build together, a bit like children playing in the park, a tree house in the center of a metropolis. We all need to build this house or to discover that the planet exists even where it seems to us that it is not there, or that it is far away, “says Alessandro Michele.

That’s because the fashion designer this time translated and given vent to the thoughts of a particular group of inhabitants, which includes Jane Fonda , the singer-songwriter and actor Miyavi , the rapper Lil Nas X and King Princess.

The photographer and director Harmony Korine has perfectly managed to transport us to a rustic treehouse built in the heart of a very modern metropolis. That’s so easy, so little.

So instead of looking back and wondering about the history of the brand, the new collection looks towards the future . A future in which people live in houses built on trees.

The green

In this collection there are ready to wear garments, accessories, luggage and footwear.

All no gender and neutral .

The new Gucci Gill called Gucci Off The Grid and presses the accelerator on the green .

The line uses recycled , organic and sustainable materials, such as ECONYL®, a regenerated nylon created from the nylon waste collected in the production phase and also by the consumer.

A new concept of luxury , which considers the relationship between man and the environment . A nature that takes revenge against men who think that it is enough to close in quarantine to eradicate the climate crisis. We can’t lockdown in front of all this.

The Gucci Off The Grid collection follows the Gucci Circular Lines initiative, promoting the idea of a circular production.

To find out more about the advertising campaign, you can photograph all the GucciArtWall of the world, or, since today impossible, you can download the Gucci App .

A themed quiz awaits you in the dedicated section, with questions about the collection and the circular production process that characterizes it. The more you know, the more chance you have of building your own virtual treehouse . Win a background exclusive to your phone.

Posted By

Viola Marchesi

Viaggiatrice e aspirante fashion designer. La creatività e il mio spirito libero sono ciò che meglio caratterizza il mio essere, un concentrato di positive vibes. Ho iniziato a scrivere quasi per gioco ma ho scoperto che mi piace più del previsto.