Billie Eilish for Gucci

This new model is the first of the Gucci bags to be fabricated from Demetra — a step which accentuates the brand’s dedication and commitment to a forward-thinking approach and considers the transformative measures expected for the progression towards a more ethical future in the fashion industry.

The animal-free material which is made from 75% of plant-obtained raw resources, has been in production in Gucci’s Italian factory since 2021 and is the result of numerous years of research and progression by Gucci’s technicians and artisans.

Billie Eilish for Gucci

A campaign consisting of imagery and videos starring Billie Eilish marks the singer’s collaboration with the label, with all content featuring Billie’s genuine raw tone of voice.

The video is a compilation of cinematic moments that presents as an album of Billie’s life, with her song What Was I Made For as a musical accompaniment throughout the clip.

Gucci’s new Horsebit 1955 bag materialised from Demetra, is the brand’s next step in immersing circularity into its collections and strategy for people and the planet.

To further establish their commitment, the brand has made a donation to Support+Feed an intersectional nonprofit organization devoted to tackling the climate crisis and food insecurity by aiming to create an equitable and plant-derived food system.