Gucci Launches Off The Grid - Circular Production Collection Campaign

Gucci Launches Off The Grid – Circular Production Collection


Jane Fonda, Lil Nas X, King Princess, Miyavi and David de Rothschild star in Gucci’s First Off The Grid Circular Lines Collection campaign 

Gucci sets an example of how beautiful sustainability can be with the launch of their Off the Grid collection.

The collection and its campaign form the first part of Gucci Circular Lines, a series of campaigns working towards a vision of entirely circular production – creating no waste and remaining carbon neutral. The Off the Grid collection, conceived and designed by creative director Alessandro Michele, uses recycled, organic, bio-based and sustainably sourced materials, including ECONYL®, a regenerated nylon. This yarn comes from nylon from pre- and post-consumer waste, including abandoned fishing nets and carpets — transforming plastics that harm marine life and old materials that will likely end up in landfills into a new high-quality thread. Gucci was the first luxury brand to use ECONYL® regenerated nylon thread for its products, beginning in 2016. The brand has also committed to lowering greenhouse gas emissions in its supply chains as much as possible, and offsetting the remaining emissions in order to be carbon neutral.

This commitment to transformative sustainability is celebrated in a campaign directed by Harmony Korine, who has collaborated closely with Michele on previous campaigns. With an impressive cast comprised of Jane Fonda, Lil Nas X, King Princess, Miyavi, and David de Rothschild, the campaign follows a group of city-dwelling friends who have constructed a treehouse to be their new home in the heart of a bustling metropolis. These people appear happy and beautiful as they get in touch with nature and rediscover their own relationships to it. Across film and photography, both handled by Korine, the images draw strength from a beautiful tension between the natural elements of wood and leaves and mankind’s constructs of steel, glass, and concrete. Clad in upcycled Gucci, the stars and the optimistic energy they bring fit colorfully into Korine’s harmonious compositions.

Already a gorgeous success and a hugely important message in itself, the campaign forms an important moment in the wider context of the brand. All of Gucci’s imagery draws heavily on a sense of fantasy, taps into a dream world that is a reflection of internal ideas of beauty instead of external reality. While this campaign, with its whimsical contrast between organic and urbane, does suggest some of this element of fantasy, it is also urgently real. A respect for nature and a commitment to sustainability is not merely an eco-fantasy, a distant ideal, but is a real necessity if we want to continue living on this earth for much longer. It is time for brands – in our industry and every other – to use their power and resources to realize a completely sustainable and carbon free method of production. Gucci has begun to take important first steps, and we hope the seeds they have planted continue to grow.

Gucci Creative Director | Alessandro Michele
Agency | Simmonds ltd.
Creative Director | Christopher Simmonds
Photographer/Director | Harmony Korine
Talents | Jane Fonda, Lil Nas X, King Princess, Miyavi, & David de Rothschild
Hair | Alex Brownsell
Makeup | Thomas de Kluyver
Music | “I Can See Clearly Now” (J. Nash) © 1972 Nashco Music Inc / Ashco Music Inc / CP Masters BV, Courtesy of Warner Chappell Music Italiana Srl, (P) 1972 Sony Music Entertainment UK Limited, Courtesy of Sony Music Italy S.p.A