The luxury retailer enlisted the help of Livia Firth, the designer who launched the Green Carpet Challenge to create the first zero deforestation handbag collection. In a nutshell, the new Gucci handbags will have a certificate or a “passport” which will enable fashionistas to find out important information regarding the supply chain and are gain reassurance that their new accessories are being produced more sustainably under strict control in order to limit deforestation.
The need for a new direction was recognized by Gucci‘s creative director Frida Gianni who recognized the fashionistas’ desire for more than a pretty product: “Today more than ever before customers want to be associated with brands that are thoughtful and responsible. Through our sustainability, humanitarian and philanthropic actions we would like Gucci to not just be synonymous with ‘Made in Italy,’ but also made with integrity. This project with the Green Carpet Challenge was conceived to show how we can be pro-active on environmental issues, by raising awareness and demonstrating action on the subject of deforestation.” Diana Zanetto, executive vice president and chief merchandising and licensing officer completed the emphatic statement with an optimistic remark: “We hope to be a pioneer in something which could be followed also by other brands in the industry.”
Activist Livia Firth highlighted the important impact the new initiative has and told WWD.com: “I learned a lot in the two years that it took us to arrive to today’s launch. When I first came across the National Wildlife Federation and the work that they were doing in Brazil, it’s the first time I learned that two-thirds of deforestation is caused by cattle ranching. I had no idea.”
The new Gucci eco handbags from the capsule collection combine sophistication and practicality and come in three fabulous styles: the hobo, the top-handle tote and the New Jackie in a gorgeous wine color with refined woven details, luxurious antique gold hardware and cute bamboo tassels. If a fashionista is to commit to wearing a high quality bag made responsibly she definitely needs to have styles which enable her to look stylish on a daily basis and all the new offerings fit the description having complete potential of becoming signature pieces.
It seems like good news don’t come alone as the new Gucci eco handbags aren’t the only initiative of the high-end retailer in the filed of more sustainable fashion. Gucci will also donate approximately $65 000 dollars to the National Wildlife Federation in an effort to help the organization promote awareness on the serious problem posed by deforestation.
Photos and source: Gucci, WWD