How Billie Eilish ushers in a new era with the Gucci Horsebit 1955 Demetra
The voice of our generation meets the new iconic bag of Gucci made for the future.
Moving swiftly into the last quarter of 2023, Gucci has great things ready to take our breaths away, starting with the appointment of Sabato De Sarno as creative director and the unveiling of Gucci Ancora in September.
Now, Gucci takes another turn to unveil a groundbreaking reimagination of its classic Horsebit 1955 bag, in collaboration with the bold and iconic musical artist, Billie Eilish. This new iteration not only showcases an asymmetrical aesthetic but also introduces Demetra — a revolutionary animal-free material known for its superior quality, softness, and durability.
What makes this launch even more significant is that it marks the first time Gucci has crafted a bag entirely from Demetra, signifying the brand's progressive stance towards ethical fashion.
Demetra, made from 75% plant-derived raw materials, is a result of two years of intensive research and development by Gucci's skilled technicians and artisans. Produced in Italy in 2021 within a Gucci factory, this material reflects the brand's commitment to sustainable practices and innovation.
The collaboration with Billie Eilish is celebrated through a captivating campaign featuring imagery and videos that capture Billie's authentic voice and artistic essence. Set to her soulful song, "What Was I Made For?", the videos weave together cinematic moments, providing viewers with a glimpse into Billie's life.
This innovative bag is not just a symbol of fashion-forward design; it also underscores Gucci's dedication to circularity and sustainability. In addition to this, Gucci has made a substantial donation to Support+Feed, a nonprofit organization founded by Maggie Baird in 2020. The organization focuses on combating climate crisis and food insecurity by advocating for an equitable, plant-based food system.
The Gucci Horsebit 1955 Demetra bag stands as a testament to the fusion of ethical fashion and artistic advocacy, marking a significant step towards a more sustainable and compassionate future in the fashion industry.
Scroll down to see the full Gucci campaign featuring Billie Eilish:
Visit www.gucci.com to discover more.
CREDITS
Creative Director: Sabato De Sarno
Artistic Director: Riccardo Zanola
Photographer: Tyrell Hampton
Director: Marcell Rev
Stylist: Alastair McKimm
Talent: Billie Eilish
Make-up: Emily Cheng
Hair: Ben Mohapi
Music: "What was I made for?" by Billie Eilish
