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Gucci Equilibrium: Bringing New Definition to Luxury Fashion

By Gary Kingsnorth, Contributing European Editor

Luxury fashion brands are playing their part when it comes to sustainability, looking at the planet in a holistic way and supporting projects that are at the heart of protecting the environment. Italian fashion label, Gucci, has been at the forefront of change for a few years now launching their Gucci Equilibrium project to embrace climate-smart strategies, reducing the brands carbon footprint and supporting biodiversity and forests that help to lessen the impacts of climate change.


The Gucci Equilibrium digital space is dedicated to "underline the House’s ongoing commitment to generate positive change for people and planet. A space where the brand can communicate their message and highlight many of the interesting projects that the luxury fashion label has been working on, taking a strong stance in many of the issues facing us in 2020 including the fight for equality and against racism.”

An idea that began in 2013 with ‘Chime for Change,’ a project by Co-founders Salma Hayek Pinault and Beyoncé Knowles-Carter, which explores the idea that we all need to support change in the fight for gender equality. Supported by Kerring and Gucci, the project has raised over 17 million USD to support projects in over 89 countries, with over 570,000 girls and women benefiting directly from ‘Chime for Change’ projects.


The Gucci Changemakers project in North America distributes 1 million USD to community projects in 12 cities including the Black AIDS Institute in Los Angeles, Educate Tomorrow in Miami and Talking Points in San Francisco.

Collaborating with many other interesting movements including Artolution, an interactive arts project to promote reconciliation, healing and inclusion among women, children and families from deprived communities around the world and refugees and youth with mental difficulties Artolution helps them to overcome the challenges that they face.

As a brand at the forefront of the luxury fashion industry, all suppliers must adhere to the Gucci Sustainability Principles and Code of Ethics, with a robust monitoring team in place, eliminating the use of hazardous chemicals in the collections. 


A determination to bring together different communities throughout the world, people are always at the heart of all Gucci’s initiatives, supporting an environment that is respectful, inclusive and diverse where everybody is treated as an equal, ensuring that people involved in the supply chain are treated fairly, while helping to support a better future for all. 


Recently, the brand launched the “Off the Grid’ collection designed by Gucci’s Creative Director Alessandro Michele, using recycled and organic materials. The collection revisits the brands iconic ‘G’ logo throughout and includes gender neutral luggage, accessories, footwear and ready to wear. Each item comes with FDC certified packaging and sustainability information about the item, and the story of this unique project. 

With a campaign that features Jane Fonda and David de Rothschild, captured by renowned photographer Harmony Korine, Gucci is bringing a touch of glamour to the world of sustainability.


“Gucci is driven by the issues that are fundamentally influencing and creating our collective future. It is paramount that we build this future to be more equitable, where injustice and discrimination in all their forms are not allowed to prevail. In light of current events, our unwavering commitment to combat racism and fight for equality is now even stronger,” said Marco Bizzarri, President and CEO of Gucci.“

As the fashion world adapts to a new normal way of working, Gucci continues to be at the forefront of change with sustainable fashion shows that include using green electricity, recycled materials, local catering and eco-friendly transport. Signaling much-needed change in the heart of this industry, even fashion shows are adapting to a new way of working that puts the environment at the heart of everything that we now do.

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