Between rising consumer demands for sustainable practices and the secondhand clothing industry estimated to be valued at $64 billion by 2025, you can’t not practice eco-friendly fashion solutions. That’s the Herculean task that Gucci is taking on with Off the Grid, the Italian fashion house’s first environmentally-conscious collection heralded by creative director Alessandro Michele.
“Gucci Off The Grid has been conceived to enhance respect for, and responsibility towards, the environment,” the brand stated in a press release. “Gucci believes that sustainability—at all levels—involves fostering this respect: respect for the people we share our planet with as well as for the environment. If we quality wigs lighten our environmental footprint we can enjoy the world with greater freedom— the freedom to follow our dreams, with curiosity, openness and joy.”
To star in its campaign, Gucci tapped Jane Fonda, Lil Nas X, King Princess, Miyavi, and David Mayer de Rothschild.