By Reform Agency
01 Nov 2023, 02:01 AM EDT
The Gucci brand announced its new campaign in collaboration with the singer Billie Eilish to show the reinvention of its iconic Horsebit 1955 bag; in order to manifest progress towards a future without animal cruelty in the fashion industry, the brand reported in a press release.
The iconic bag was redesigned with an asymmetrical style and made with Demetra (a 75 percent plant-based, cruelty-free material); Available in color palettes with white, red, gray, black and camel base color.
The fashion house explained that Demetra is a revolutionary material; free of raw materials of animal origin and which took more than two years of research for its development, but currently used by artisans of the brand since 2021.
The Horsebit 1955 bag also has parts made of cotton, plus one of its variants has a hemp and EcoNyl lining (Nylon that was recycled and turned into an infinitely reusable material).
This collaboration also came hand in hand with the brand’s commitment to people and the environment, for which Gucci donated a considerable amount of profits to the Support + Feed organization.
Support + Feed is a non-profit institution, founded by Maggie Baird (mother of Billie Eilish), which is in favor of vegetarian food to combat food and climate crises.
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