IT'S GUCCI.

Gucci is an Italian fashion brand founded in 1921 by Guccio Gucci, making it one of the oldest Italian fashion brands in operation today. 

Initially the brand produced primarily leather goods, as well as premium knitwear, silk goods, shoes and handbags. 

I've been following Gucci since I was 16( 3 years).

And i am so attracted towards Gucci bags and 

Gucci clothes are amazing too i like them too and how can someone not 

these are my favourite prints and the colour is just so amazing.

Gucci shoes 

As Gucci is one of the oldest luxury Italian brands in the world. So how ethical is Gucci? 

I'm happy to report that the brand is making some commendable progress, especially when it comes to minimising it's impact on the environment. 

In2009, Gucci has already achieved the LEED ( leadership in energy and environmental design) certificate, a globally recognised certificate for building and a symbol of sustainability excellence.

 Now, for the first time ever, the Italian luxury house is launching an all-sustainable collection, Gucci Off The Grid using only recycled, organic, and sustainably sourced materials. A large part of the collection is designed using Econyl—a regenerated nylon made from abandoned fishing nets and gear left salvaged from the oceans—which the brand first began to use in 2016.

The debut collection comprises ready to wear outerwear, pants, tote bags, backpacks, mini bags, footwear and other accessories. The rest of the line-up is crafted from other conscious materials such as metal-free tanned leather, recycled polyester thread and linings, recycled brass and gold, and solvent-free adhesiv.

The 37-piece collection is just one component of Gucci's path toward a more sustainable future. Off the Grid is an extension of Gucci's program Circular Lines, an ongoing initiative to implement a circular production that aims to reduce waste by reintroducing byproducts back in to the supply chain.

Now comes to my favourite part bags and watches

                                         Bags 

Gucci off the grid long tote bag

Shoes

Gucci off the grid high top sneakers.

From packing cubes to laundry bags, the Gucci Off The Grid line expands with new accessories created for contemporary travel.

                                      Watches

Gucci makes latest Dive watches from sustainable bio-based rubber

It is the 25th biggest Swiss watch brand, according to Morgan Stanley’s annual report into the industry, with sales worth CHF 253 million in 2021.

That’s bigger than Zenith and Hamilton, combined.

Now Gucci is upgrading its offer in the important diver’s watch category with four new gender-neutral watches in the Dive collection, all made with bio-based materials and recycled steel.

The sporty watches use Swiss-made automatic movements inside 40mm cases made from the rubber-like substance.

The sustainable material, which is also used for straps, is part of Gucci’s ongoing commitment to reducing its environmental footprint and generating positive change for people and the planet.

There is a transparent model, plus pieces in matte white, aquamarine and moss green.

They are water resistant to 200 meters.

This whole campaign attracted a lot of people specially the main target audience of Gucci which were millennials and Gen Z. 

To do so Gucci uses a lot of social media platform such as Instagram, YouTube, Facebook, tiktok and some magazines like vogue, instyle etc

At a recent event, Gucci CEO, Marco Bizzarri, spoke about his brand’s success with young consumers. Their numbers are remarkable: 62 percent of Gucci’s $eight billion in sales last year came from consumers who were 35 and under (Millennials), and the brand’s fastest-growing segment is consumers 24 and under (Generation Z).

We are living in one of the most exciting times for innovative luxury brands. Technological change and market disruption are both happening at a faster rate than ever before, and because information travels faster, consumers are better informed than ever. Therefore, the youngest consumers come equipped with the highest expectation’s brands have ever seen — a dramatic paradigm shift from just a decade ago.

And don't forget the 2022 met Gala Billie eilish look 

That stole my heart 

Billie Eilish chose to dress for the theme more consciously by wearing an upcycled Gucci frock to the Met Gala 2022. 

This year the singer wanted to convey a new message about sustainability. On the red carpet, she explained, “I just wanted to be as eco-friendly as possible.” As a 20-year-old, Billie Eilish has always been an influential and relatable Gen Z figure, so her efforts will not go unnoticed. 

Some future plans of Gucci in sustainable and ethics fashion 

1. Reducing there total environmental footprint by 40% by 2025, 

2.Decreasing the greenhouse gas emissions by 50% by 2025, from a 2015 baseline relative to growth and referring to Scopes 1, 2 and part of Scope 3 – transportation and distribution, business flights, fuel and energy related emissions – of the Greenhouse Gas Protocol. Further, reducing an additional 40% of our scope 3 emissions from purchased goods and services

3. Attaining 100% traceability for the raw materials and 100% alignment with there parent company Kering’s Standards for Raw Materials and Manufacturing Processes by 2025

4.Using 100% renewable energy by the end of 2022

Developing new eco-friendly sourcing solutions, raw materials and processes by applying disruptive innovation.

"Gucci is driven by the issues that are fundamentally influencing and creating our collective future. We are committed to generate positive change for people and for nature across our business.”

Marco Bizzarri, Gucci President and CEO