In 2021, Gucci first introduced its proprietary animal-free material, Demetra, for a range of sneakers. This cutting-edge material is meticulously crafted from plant-derived raw materials, with an impressive 75 per cent sourced from plant-based origins. Key components include viscose and wood pulp compounds obtained from responsibly managed forests, along with bio-based polyurethane derived from renewable sources.
Gucci’s adoption of Demetra aligns with its overarching commitment to produce environmentally friendly and cruelty-free products. Although the initial application of Demetra was limited to sneakers, the brand has now extended its use to the design of a new iteration of the Gucci 1955, which is beloved by a new generation of style influencers like Hanni of NewJeans and actress Julia Garner.
To showcase this innovative vegan design, Gucci has transformed the traditional flap bag into a contemporary and youthful asymmetrical shoulder bag silhouette. The brand has also selected a fitting ambassador for this eco-conscious design – Billie Eilish, an influential figure known for her commitment to both environmental and animal rights, having embraced a vegan lifestyle since the age of 12.
To further emphasise its dedication to the green movement, Gucci has accompanied the launch with a “significant donation” to Support+Feed, an international non-profit organisation. The group focuses on combating the climate crisis and addressing food insecurity by striving towards an equitable, plant-based food system.