Gucci has announced the release of Gucci Off The Grid, its first collection from Gucci Circular Lines, an initiative created to support circular production. The pieces in the new collection are made with recycled, organic, bio-based and sustainably sourced materials.
Made up of genderless luggage, accessories, shoes and ready-to-wear, the collection has been modelled in a new campaign by a number of big stars, including Jane Fonda, Miyavi, David de Rothschild, Lil Nas X and King Princess.
"The collection is the result of teamwork; everybody brought something to it," creative director Alessandro Michele said. "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 celebrate the release of the new collection, the brand is hosting a special section on the Gucci App, which will allow users to challenge themselves to a themed quiz, responding to questions about the collection and its circular production process. Taking inspiration from the campaign’s concept, players can build their own city tree house virtually by correctly answering questions, and eventually unlock dedicated wallpaper to share on social media.
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