The luxury brand Gucci is showing a leather bag made from vegan Demetra for the first time in its Fall/Winter 2024 collection
Source & Copyright: Gucci
Author: House of Eden
- Gucci launches first vegan bag in the Fall/Winter 2024 collection
- The developed material Demetra consists of plant-based and water-saving materials
- Billie Eilish as the face of the new campaign
Kering, the parent company of Gucci, is considered a leader in the luxury industry when it comes to sustainability. The company aims to promote more environmentally friendly and socially responsible practices by 2025. As part of these efforts, the luxury brand Gucci is now launching its first vegan handbag to make a positive contribution to environmental protection.
Environmentally friendly materials
The new edition of the Gucci Horsebit 1955 bag is made from Demetra, a material developed by Gucci made from plant-derived and water-saving raw materials, including viscose, wood pulp and bio-based polyurethane. The vegan accessory was tanned without heavy metals or chrome; the brass alloys contain 100 percent recycled gold and palladium. In addition, certified hemp and Econyl, a recycled nylon fiber, were used for production. The coating, on the other hand, still consists of synthetic materials. However, the company says it is looking for a more environmentally friendly solution.
Billie Eilish as a testimonial for the vegan Horsebit bag
Artist Billie Eilish has been promoting veganism and sustainability on social media for many years. As an ambassador for the vegan campaign, she emphasizes the responsibility of people with a wide range of influence to inspire the general public about sustainable alternatives.
A vegan product is a good start
Gucci's vegan material is a step in the right direction, but this bag is still considered a drop in the ocean. The fashion industry still has a worrying carbon footprint, even causing ten percent of global greenhouse gas emissions. Vegan materials are a good way to reduce this carbon footprint. However, luxury brands like Gucci also need to take further steps to minimize their environmental footprint in the long term. These include, for example, even shorter transport routes, more recycled materials, more limited production and less plastic consumption. Only if Gucci consistently implements these measures can they make a real contribution to climate protection.