"I decided to build a new path, away from deadlines that the industry consolidated and, above all, away from an excessive performativity that today really has no raison d'être," explained Alessandro Michele last month when he announced a new direction for Gucci, scaling back the label's annual output from five shows to two seasonless events that will combine womenswear and menswear. "It's a foundational act, audacious but necessary, that aims at building a new creative universe."
Michele's future-facing vision takes another step forward this week with the launch of Gucci's Off The Grid (#GucciOffTheGrid) collection, the first drop from Gucci Circular Lines, an initiative created to support the Italian house's move towards circular production.
Designed with sustainability and careful environment impact in mind, Off The Grid is a genderless collection that highlights the use of recycled, organic, bio-based, and sustainably sourced materials, including ECONYL®, a type of regenerated nylon made from offcuts and pre- and post-consumer waste, as well as metal-free tanned leather, recycled polyester thread, recycled gold and palladium hardware coating, and solvent-free adhesives.
To commemorate this momentous launch, Alessandro Michele has gathered Hollywood icon Jane Fonda, rapper Lil Nas X, "samurai guitarist" Miyavi, singer King Princess, and environmentalist David de Rothschild for a global campaign.
Set against a backdrop of skyscrapers, the cast of stars can be seen working in and around a rustic treehouse — planting seeds, whittling wood, tending shrubs, and more. Lensed by photographer and director Harmony Korine, the campaign highlights the stark contrast between urban and nature, and tells a story wherein these metropolitan explorers make a modest stand for the future of humankind.
“The collection is the result of teamwork; everybody brought something to it," says Alessandro Michele. "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."
Watch the campaign video below:
Ahead of the launch of Gucci Off The Grid, the luxury house has also refreshed its Equilibrium website and launched the @GucciEquilibrium Instagram account, a project that aims to unite a curious, conscious, and motivated group of people, aka the #GucciCommunity, who takes a stand on issues that define the way we treat the world and each other.
As a whole, Gucci Equilibrium is defined by two pillars, People and Planet, which encompass Gucci’s commitments and actions to reduce its environmental footprint and protect nature, while also championing human rights, inclusivity, and respect, so that everyone in the global Gucci community can be free to express their authentic, diverse selves.
Discover more about Gucci Off the Grid on www.gucci.com.
Creative Director Alessandro Michele
Art Director Christopher Simmonds
Photographer & Director Harmony Korine
Makeup Thomas de Kluyver
Hair Stylist Alex Brownsell
Talents Jane Fonda, Lil Nas X, King Princess, Miyavi, David de Rothschild