Gucci’s sustainable revolution

Under Alessandro Michele’s artistic direction, the luxury brand takes a “green” turn

Thinking of Gucci, one cannot but picture stunning, quirky, original pieces, which flaunted items like kangaroo fur-lined loafers until not long ago.

Since January 2015, Gucci’s creative direction has been entrusted to designer Alessandro Michele, who has not only enhanced the brand’s success, but has also steered the fashion house towards a greener, more sustainable image.

VOGUE Gucci Equilibrium - credit photo Vogue

Concretely, Alessandro Michele has forsaken the use of furs for Gucci’s creations, and has also successfully managed a compensation system for all greenhouse gas emissions caused by the house’s production and distribution processes.

For what concerns communication, Gucci has worked to hinge their company vision on sustainable messages. In 2019, the fashion house launched Gucci Equilibrium, a portal giving updates on Gucci’s environmental actions.

world economic forum

All these efforts led to an important achievement: based on data from Corporate Knights, Gucci was declared the must sustainable fashion corporation in the world at the Davos World Economic Forum.

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