Gucci is making a significant push towards using animal-free products, demonstrating its commitment to cruelty-free fashion. The luxury brand has introduced a new version of its iconic Horsebit 1955 bag, crafted from Demetra, an animal-free alternative to traditional leather. This move comes two years after Gucci introduced sneakers made from the same base material.
Billie Eilish, a prominent advocate for sustainable fashion, has been chosen as the face of the campaign to launch this new iteration of the heritage bag. It’s a notable step for Gucci, as this is their first bag to be produced using Demetra, aligning with the brand’s commitment to a more ethical and sustainable fashion future while preserving its traditional craftsmanship.
The updated Horsebit 1955 bag features an asymmetric silhouette and will retail at $3,500 for the black Demetra version, while a model that incorporates ebony GG certified hemp and Econyl regenerated nylon is priced at $3,200.
The campaign for this product was created by Gucci’s creative director, Sabato De Sarno, with the imagery captured by photographer Tyrell Hampton. Billie Eilish’s music, including her song “What Was I Made For?”, accompanies the campaign videos, adding a personal touch as Eilish has been a vegan since the age of 12.
Billie Eilish has a track record of championing sustainable fashion. In 2021, she collaborated with Nike on a collection of sustainable sneakers, two Air Jordan styles that are 100% vegan and made from 20% recycled materials. She also partnered with H&M on a sustainable merchandise collection in the preceding year and was named PETA’s Person of the Year in 2021.
Demetra, the innovative material used in the bag, consists of over 77% plant-based raw materials. It is crafted from viscose and wood pulp compounds obtained from sustainably managed forest sources and bio-based polyurethane from renewable sources. The material is characterized as soft, durable, resilient, versatile, and pliable, as affirmed by the company.
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