Billie Eilish's Unique Voice Meets Gucci's Sustainable Vision
Gucci's Green Initiative.
Gucci has teamed up with pop star Billie Eilish to create a new version of its iconic Horsebit 1955 bag, which is made from a plant-based material called Demetra. The bag is part of Gucci’s efforts to become more sustainable and animal-friendly, as well as to celebrate Eilish’s unique style and voice.
Demetra is a new fabric that was developed by Gucci’s artisans and technicians over two years. It is produced in Italy in a Gucci factory, and it consists of 75% plant-derived raw material sources. The new Horsebit 1955 bag is the first Gucci product to use Demetra, which could pave the way for more eco-conscious creations from the luxury brand.
The collaboration also features a campaign that showcases Eilish’s personality and music. The campaign includes cinematic videos that feature Eilish’s song, “What Was I Made For?”, which reflects on her identity and purpose. Gucci also made a donation to Support+Feed, a non-profit organization that supports plant-based food systems to address the climate crisis and food insecurity.
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