Gucci goes green with Off The Grid collection drop

For this momentous launch, Alessandro Michele has gathered Jane Fonda, Lil Nas X, King Princess, Miyavi and David de Rothschild for a global campaign for the collection.

Featuring this cast of city dwellers, Alessandro frames them in a rustic treehouse, which is set against a backdrop of skyscrapers, to show the stark contrast between two concepts – urban and nature. Shot by photographer and director Harmony Korine, the campaign tells the story where these metropolitan explorers look like they are making a modest stand for the future of humankind.

Alessandro Michele says, “The collection is the result of teamwork; everybody brought something to it. 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.

See the campaign film right here:

And ahead of the launch of Gucci Off The Grid, the fashion house has also refreshed its Equilibrium website and launched the @GucciEquilibrium Instagram account, which is a project that aims to unite curious, conscious and motivated group of people, the #GucciCommunity, who takes a stand on issues that define the way we all treat the world and each other.

As a whole, the Gucci Equilibrium is defined by the two pillars, People and Planet, which encompasses Gucci’s commitments and actions to reduce its environmental footprint and protect nature, while supporting people’s rights and championing inclusivity and respect, so that everyone in the global Gucci community is free to express their authentic, diverse selves.