Gucci and Billie Eilish Announce Animal-Free Horsebit 1955 Bag
Gucci just announced a new, innovative form of its heritage Horsebit 1955 bag — re-released earlier this year through a campaign starring NewJeans’ Hanni, Julia Garner and Halle Bailey. The new-and-improved iteration has been created in collaboration with Billie Eilish and is made from a new animal-free material called Demetra.
The product of two years of research and development from Gucci’s artisans and technicians, the new fabric has been produced in Italy in a Gucci factory, made from 75% plant-derived raw material sources. A testament to the House’s shift towards a more ethical future, the new Horsebit 1955 is the first of Gucci’s bags to be crafted from Demetra, likely to signal a further transformation towards more sustainable materials.
To celebrate the collaboration, Gucci and Billie Eilish created a new campaign centering around Billie’s tone of voice, resulting in cinematic videos that feature Eilish’s poignant song, “What Was I Made For?”. Alongside the campaign, the House has made a donation to the intersectional non-profit organization, Support+Feed, dedicated to combating the climate crisis and food insecurity through plant-based food systems.
Take a look at the campaign above and head to Gucci’s website to find out more.
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