A Gucci Circular Lines Collection with a global campaign featuring Jane Fonda, Lil Nas X, King Princess, Miyavi, and David de Rothschild
Gucci announces the launch of Gucci Off The Grid, the first collection from Gucci Circular Lines, designed by Creative Director Alessandro Michele, an initiative created to support the House’s vision for circular production.
Designed for those mindful of their environmental impact, Gucci Off The Grid uses recycled, organic, bio-based, and sustainably sourced materials, including ECONYL®, regenerated nylon made from nylon offcuts and pre- and post-consumer waste.
Human beings crave a connection with the outside world and are rightly fascinated by the power and majesty of nature, and highly value the joy there is in being able to live in a natural environment. The desire to explore this way of life, and the natural world in general, is something we can consider an instinctive human desire; and journeys are valuable in being able to fulfill this need. A journey is a way of engaging and nourishing the imagination, and it is for this reason that Gucci embraces the idea of the journey as a means of self-discovery and self-expression.
Along with the launch of the collection, which comprises genderless luggage, accessories, footwear and ready-to-wear, Gucci is releasing a global campaign conceived by Alessandro Michele and shot by photographer and director Harmony Korine. Featuring a cast of city dwellers who have taken up residence in a rustic treehouse, constructed in the heart of a towering concrete and glass modern metropolis. The striking contrast between the small-scale, crudely assembled wooden structure, with its greenery and unfinished planks, and the slick, soaring skyscrapers that dwarf it, makes for whimsical images where our metropolitan explorers look like they are making a modest stand for the future of humankind. Of course, the treehouse and the simple way of life it represents becomes a powerful metaphor for the desire to escape conventional life and enjoy the experience of living more Off The Grid.
Alessandro Michele says: “The collection is the result of teamwork; everybody brought something to it. 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 center, 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.”
The eclectic group of treehouse people starring in the campaign, which was shot in Los Angeles prior to recent events, includes Jane Fonda, Academy Award-winning actress, producer, author and activist; guitarist, singer-songwriter, record producer and actor Miyavi; David de Rothschild, environmentalist and explorer; GRAMMY Award-winning rapper, singer and songwriter Lil Nas X; and King Princess, singer, songwriter, instrumentalist, and music producer.
The campaign will break on the Gucci ArtWalls worldwide from June 15th in the following locations: Milan’s Largo la Foppa, in the district of Corso Garibaldi; just off East London’s famous Brick Lane; Shanghai’s Fengsheng Li, Jingan district; and Lafayette Street, in Manhattan’s SoHo neighborhood; Hong Kong’s D’Aguilar Street, Lan Kwai Fong; and Yongkang Street, Da’an District, Taipei.
A special section on the Gucci App 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.
Sustainability – at all levels – involves fostering respect: respect for the people we share our planet with as well as for the environment. If we lighten our environmental footprint we can explore the world with greater freedom – the freedom to follow our dreams, with curiosity, openness, and joy.