It’s campaign season again, that phenomenal time when each brand is able to translate their current season’s runway outings into artful, almost editorial-esque images that capture the collection’s...
GUCCI Circular Lines Collection
July 02, 2020 12:30 AM
Gucci’s new circular line collection is one already drawing attention, with no surprise featuring the likes of Jane Fonda (anyone else watched her workout video on repeat?) to Lil Nas X, king princess, Miyavi and David de Rothschild. The campaign video; an undramatic, seemingly low maintenance hike ‘off the grid’ is a star-studded camping trip I definitely lost my invite for!
This is a new concept by Alessandro Michele; one to never disappoint nor bore, there is no surprise at the greatness and focus on the first collection zoning in on circular production for Gucci. The collection draws on the human desire to have a connection with nature; to be a part of a journey; the campaign shot by Harmony Korine portraying a hike through nature to your own self exploration and discovery. The iconic city folk adorned in khaki jackets, denim and that perfectly paired electric blue waist bag to the blue locks of Miyavi, make their way along the wooded backdrop to a treehouse of calm. The collection sees subtle neutrals (an uncharacteristic move by Michele) of beige slacks and denim shirts. Gucci never shies away from a good corduroy and this collection is no different; with a perfect deep orange corduroy pant. Fear not the iconic Gucci logo and beloved Gucci essentialism shines through bright yellow trainers and orange duffels; ready for the wooded road to sustainability for the industry. Gucci tackles this important issue by using recycled, organic and bio-based materials like ECONYL; a regenerated nylon made from pre and post-consumer waste! Leave it to Gucci to go up and beyond any other brand in every concept even when it comes to sustainability. I lower my hat to you Gucci. As always you have taken the cake and made it your own. Other pieces in the Gucci collection such as the accessories use metal-free tanned leather and solvent-free adhesives. Further if you were hoping to get your hands on some of that fabric offcuts to cherish and hold in your arms; I am afraid you will be disappointed as all the offcuts are recycled to make more econyl material, as part of the ‘ GUCCI-ECONYL PRE CONSUMER FABRIC TAKE BACK PROGRAM.’
The materials themselves are not the only thing tackling all the production issues living in the fashion industry; the sourcing of the materials themselves has been altered to be more sustainable and lower greenhouse gas emissions through Gucci’s annual carbon natural commitment.
The work doesn’t stop with the pieces themselves; one to always make sure even the box you will excitedly tear and rip open is just as spectacular as what is inside; the packaging includes cards displaying the story behind the entire project itself.
The campaign will drop on the Gucci ArtWalls worldwide from June 15th. So run, skip or sprint, don’t walk to: Milan’s Largo la Foppa, East London’s famous Brick Lane; Shanghai’s Fengsheng Li, Jingan district; and Lafayette Street, in Manhattan, Hong Kong’s D’Aguilar Street, Lan Kwai Fong; and Yongkang Street, Da’an District, Taipei. If these aren’t an option for you; let us not forget we live in a technological era. The Gucci App will allow users to challenge themselves to a themed quiz, responding to questions about the collection and its circular production process. Get ready to immerse yourself in a journey to not only self-exploration but sustainability.
WRITTEN BY ANNA SPROUL
EDITED BY KAREN YABUTA
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