Gucci, known for its iconic sneakers, is now expanding its use of sustainable materials to handbags. The luxury brand has developed a new sustainable material that was initially introduced through a series of sneakers in the summer of 2021. This innovative material is now making its way into Gucci’s best-selling product category – handbags.
One of the handbags featuring this sustainable material is the Horsebit 1955 bag, which was showcased in a recent promotional campaign featuring Billie Eilish. The 2023 version of this bag boasts a new asymmetrical design, complemented by the use of the novel sustainable material as its base.
This sustainable material includes elements such as hemp, sourced from a certified supply chain, and Econyl, which is an alternative to traditional nylon made from recycled materials like old fishing nets. Gucci’s development of this material also serves as an opportunity to highlight Demetra, a vegan material that the brand has been working on in recent years. Demetra is named after the Greek goddess of crops and is an alternative to leather. It incorporates over 75% plant-based ingredients, including viscose, cellulose pulp, and bio-based polyurethane. Despite the use of plant-based materials, Demetra undergoes tanning processes similar to those used for leather.
The development of Demetra took two years of research and development and is manufactured in Italy at Gucci’s workshops. It was initially used to create a range of colorful Gucci sneakers and was officially introduced in 2021 to celebrate the Maison’s centenary. Gucci’s use of sustainable materials aligns with the brand’s commitment to eco-responsibility, a trend that has gained significant traction in the luxury industry as consumers increasingly prioritize sustainability.
In addition to using Demetra in its own collections, Gucci has expressed its intention to share this innovative material with other brands within its parent group, Kering Houses, before eventually making it available to other industry players.
If you’re interested in learning more about sustainable luxury and the latest innovations in the industry, ULTIMZ Journal has released a Special Edition on Green Influence. This edition features interviews and insights from experts at luxury brands such as LVMH, Prada Group, L’Oréal Luxe, Louboutin, Le Bon Marché, and Clarins. You can download the special feature here: link1 link2.
