Billie Eilish and Gucci join forces in a campaign for ethical and sustainable fashion

Gucci unveils its inaugural Demetra bag, crafted from animal-free materials, with Billie Eilish as the ambassador for ethical fashion.

Gucci, one of the world’s most iconic fashion houses, is taking a bold step towards ethical and sustainable fashion. The luxury brand has unveiled its first bag made with Demetra, a registered material that does not involve the use of animal products. This innovation is part of Gucci’s commitment to sustainability and circularity in the fashion industry.

The Horsebit 1955, an iconic Gucci bag, has been reinvented using Demetra, setting a milestone in the fashion industry. Singer Billie Eilish has become the face of this new campaign, further reinforcing Gucci’s dedication to animal protection and environmental conservation.

Demetra is a revolutionary material, primarily composed of plant-based raw materials, including viscose and sustainably sourced wood pulp. It is soft, durable, and versatile, without compromising on quality. Additionally, Gucci has implemented a heavy metal and chrome-free tanning process and uses hardware with at least 30% recycled brass alloys.

This launch is not only an achievement in terms of sustainable fashion but also a milestone for both music and ethical fashion. Billie Eilish, a vegan since the age of 12, is leading this campaign in support of animal protection.

Gucci is committed to a more sustainable future and has made a donation to Support + Feed, an organization dedicated to combating food insecurity and the climate crisis. Ethical and sustainable fashion is the way forward, and Gucci, with the collaboration of Billie Eilish, is paving the way toward a more conscious and ethical future in the fashion industry.