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Gucci has launched a new eco-friendly collection and campaign as a way to show the house’s support of circular production. “Off The Grid” is its first collection from Gucci Circular Lines designed by Creative Director Alessandro Michele. “Off The Grid” promotes the desire to escape conventional life and enjoy the experience of a simpler way of living by connecting with nature and uses recycled, organic, bio-based, and sustainably-sourced materials.
The corresponding campaign features Jane Fonda, Lil Nas X, King Princess, Miyavi and David de Rothschild and is set at a treehouse in the middle of the city. The contrast between the city and the cabin aims to represent the sometimes weak attempt of the world to save the future of mankind.
“The collection is the result of teamwork; everybody brought something to it. And in the campaign, too, there is this idea of dialogue among people building something new,” said Michele. “I imagined that we could build a treehouse in a city centre, all together, like kids playing in the park. Because all of us need to build this house or to find out that our planet exists, even where it seems it’s not there, or it’s far away.”
The campaign is projected on Gucci ArtWalls around the world in Milan, London, Shanghai, New York, Hong Kong, and Taipei.