The iconic Gucci Horsebit 1955 bag gets a sustainable, Billie Eilish makeover

Reuniting with the singer, the Italian fashion giant welcomes a new gem into their cabinet.

November 2, 2023: Reiterating its promise for an ethical fashion future, Gucci has introduced a remarkable rendition of its iconic Horsebit 1955 bag. Crafted from Demetra, an innovative, animal-free material renowned for its amalgamation of quality, softness, and durability, this reinvention is characterized by an innovative asymmetrical aesthetic.

Gucci Billie Eilish Demetra bag

Teaming up with the iconic musical artist, Billie Eilish, celebrated for her daring advocacy, this collaboration marks a significant milestone in Gucci's commitment to sustainability and innovation. The Horsebit 1955 bag, using Demetra, signifies the House's progressive stance in fashion. 

While one version of the bag is bathed in Gucci’s signature monogram, the other version is decked in a more discreet black.

Gucci Billie Eilish Demetra bag

Built on the foundation of Gucci's traditional tanning craftsmanship, this step toward a more ethical and sustainable future is paramount. Boasting a composition derived from 75% plant-based raw materials, the animal-free Demetra is the fruit of two years of dedicated research and development by the brand's skilled technicians and artisans, manufactured exclusively in Italy within a Gucci factory since 2021. 

The collaborative narrative is eloquently echoed in a new campaign complemented with with Ms. Eilish’s unfiltered, authentic voice. These video sequences intricately weave together cinematic moments that encapsulate the singer’s life, choreographed to the tunes of her track, "What Was I Made For?" This multifaceted endeavor not only celebrates artistry but also champions a new era of sustainable and ethical fashion. 

- By Pritha Debroy

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