98 FASHION
GUCCI & BILLIE EILISH COLLABORATE :
AN ICONIC BAG DESIGNED TOWARDS THE FUTURE WITH DEMETRA
Gucci has unveiled an innovative iteration of its heritage Horsebit 1955 bag , transformed through an asymmetrical aesthetic and brought to life in Demetra — an innovative animal-free material that combines quality , softness , and durability — in collaboration with iconic musical artist Billie Eilish , who is known for her bold advocacy .
This Horsebit 1955 is the first Gucci bag ever to be crafted in Demetra , exemplifying Gucci ’ s forwardlooking approach as the House ’ s traditional tanning craftsmanship supports a transformation towards a more ethical fashion future .
Made from 75 % plant-derived raw material sources , the animal-free Demetra is the culmination of two years of research and development by Gucci ’ s own technicians and artisans and has been produced in Italy since 2021 in a Gucci factory .
The collaboration is celebrated in a new campaign of imagery and videos that all feature Billie ’ s unfiltered , authentic tone of voice . The videos are a series of cinematic moments , woven together in a candid motion piece that feels like an album of Billie ’ s life and set to her song , “ What Was I Made For ?”.
THE ART OF LUXURY Issue 61 2023