Another +1 for this year’s It Bag? The Gucci horsebit chain bag has returned to the fashion circle for a while and has been snapped up and collected by many celebrities. However, after the debut of the new creative director Sabato De Sarno’s 2024 spring and summer series, which firmly returned to “Italianness”, the discussion about whether the brand new Gucci is so classic that it has lost its novelty has also spread among old fans.
Recently, Gucci released the evolved version of the horsebit chain series “Weird Bag”, and simultaneously released a series of image advertisements performed by singer Billie Eilish, which seems to be a clever response to the fact that the new Gucci is not going back, but It is to extract the most recognizable skeleton from the past archives, and then use this skeleton to put on fashionable new clothes for the “classic”.
‘What Was I Made For?’ Billie Eilish’s soulful singing voice revealed a new impression of the Gucci Horsebit 1955 Horsebit chain series “Strange Bag”. The life movie-like image advertisement and the murmuring lyrics in the soundtrack seem to reveal the sustainable meaning of Gucci’s first Demetra material bag – everyone can freely express their true and diverse self.
The asymmetrical “rhombus” silhouette gives the Gucci Horsebit 1955 horsebit chain series a new look.
First ever bag made from sustainable materials
The newly unveiled “Strange Bag” series is available in two materials: black and presbyopic colors, both of which are shoulder bag styles. What’s special is that this is the first time Gucci has used “Demetra sustainable material” in bag design, showing that the brand continues the brand’s classics through traditional Italian tanning techniques and innovative technological materials.
This material was developed by Gucci technicians and craftsmen for two years and will be produced at the Gucci factory in Italy in 2021. It does not contain animal ingredients and 75% of the raw materials come from plants, but it retains the softness and elasticity of leather. It also breaks through the common problems in the past that environmentally friendly materials are not durable and difficult to mass produce.
The two premium properties of softness and durability come from its plant-based raw material (lignocellulose), combined with Gucci’s “synthetic protective coating” that has long been used in the production of accessories. The lining is also made from certified cotton, and is more fully made from the same certified hemp fiber and regenerated nylon ECONYL® (made from recycled fishing nets, carpets and pre-consumer textile waste).
“Weird Bag” belongs to Weird Billie, and it belongs to every one of you
In response to this “sustainable” concept, Gucci invited singer-songwriter Billie Eilish, who has always been brave enough to advocate the same sustainable concept, to interpret these two unique bags in the new image advertisement. The dynamic advertisement is presented in Billie Eilish’s original voice, and is set against the soundtrack of her well-known song ‘What Was I Made For?’. The whole film is composed of a series of movie scene-like clips intertwined to create candid pictures, just like a faithful representation of Billie Eilish’s life. album.
Practice “Gucci Equilibrium Gucci Balance Plan”
In line with the brand’s commitment to a sustainable future, in addition to adding environmentally friendly materials and the brand concept of attaching importance to the global environment to the “Strange Bag”, Gucci also announced a donation to the non-profit organization “Support+Feed” to support the reduction of food insecurity with practical actions issues and the climate crisis. The organization was founded in 2020 by Maggie Baird, the mother of siblings Billie Eilish and Finneas. It is committed to creating a food system composed of plant-based foods that can be fairly distributed and continues to be promoted in 11 major cities in the United States, the European Union, the United Kingdom, and Australia.
The “Gucci Equilibrium Plan” is Gucci’s commitment to bring positive changes to people and the earth, reduce the impact on the environment and protect nature through innovation and cooperation, while prioritizing inclusiveness and mutual respect, so that Every member of the global #GucciCommunity community has the freedom to express their authentic and diverse selves.
Recalling that Billie Eilish once said when she was criticized for changing her style in the past, women are multi-faceted. No matter whether she maintains the green-haired “Weird Billie” image that everyone is pursuing today, “I am still the same person.” In this way. The new Gucci Horsebit bag, interpreted by the straightforward and handsome Billie Eilish, also sets a beautiful and profound example of consciousness.
