Gucci Horsebit 1955 Bag Fall Winter 2023-2024
Gucci and star of the new generation Billie Eilish have teamed together to commemorate Gucci's most recent creative interpretation of fashion tradition. In this project, the well-known fashion brand has selected Billie Eilish to star in a new advertising campaign highlighting their reinvented Horsebit 1955 purse, which is made in an unusual asymmetrical design using the cutting-edge vegan leather substitute, Demetra. Tyrell Hampton, a talented photographer, and Marcell Rev. directed the campaign.
Gucci's proprietary design, Demetra, is notable for its environmental credentials. It is made up of 75% plant-based materials, including wood pulp, non-GMO corn-based polyethylene, and viscose that is obtained sustainably. Reduced environmental effect is the outcome of this composition, especially with regard to water use and climate change. Since 2021, this leather has been produced in an Italian Gucci factory and is the result of two years of intense research and development by Gucci's technicians and craftsmen.
It is free of animal dander. Although certain parts of the material (such as the coating) still come from synthetic materials produced from fossil fuels, Gucci is actively looking for ways to employ more organic and renewable resources without sacrificing durability.
Gucci has engaged the young and innovative artist Billie Eilish to represent their forward-thinking approach to the future of fashion. The brief collection of pictures is a digital scrapbook that weaves together aspects of style, emotion, contemplation, and music, offering a look into the life of an artist. Billie contributes a special combination of elevated and unfiltered casual cool to the campaign.
Gucci has taken a more sober, clean-cut, and modern turn with this campaign's visual themes, which clearly diverge from the Alessandro Michele approach. In contrast to Michele's campaigns, which featured elaborate detailing and whimsical, retro-inspired elements, Gucci's new approach centres on famous people who are captured in what appears to be an iPhone camera snapshot. This aesthetic is also seen in recent campaigns with Kendall Jenner and Bad Bunny.
Seeing a historical fashion house bring a fresh creative vision to life is always inspiring, especially when that vision seems well-founded and harmonious with the brand's tradition. The comfortable personality of the house is reflected in the continuous work of Sabato De Sarno.
It's important to remember, though, that this new course could be perceived as somewhat safe, and it remains to be seen if it will have an impact on sales and brand excitement.
The way Gucci's recently discovered design direction skillfully combines innovation and sustainability is what's really intriguing. Gucci has executed a brilliant strategy by directing its celebrity casting towards a rising star who personifies this forward-thinking outlook.
Even if the campaign's simple visual doesn't always encourage us to imagine drastically different futures, it definitely reflects the unique spirit of the present.
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