Gucci Worked With Billie Eilish to Launch Animal-Free Bag

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The luxury brand reimagined its Horsebit 1955 bag with Demetra, a leather alternative made from 75% plant-derived raw material sources developed over the course of two years of research by its technicians and artisans.

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Billie Eilish has been lauded by animal rights groups for her commitment to a vegan lifestyle. She’s mentioned in her songs and in interviews, and extended it to her fashion partnerships. So, she was a natural choice to front the campaign for the latest animal-free launch for one of her most frequent collaborators in the industry.

On Monday, Gucci announced the launch of its latest Horsebit 1955 bag. With its monogram and signature hardware, it may look similar to previous iterations, but it’s crafted out of Demetra, an animal-free material developed by the brand over the course of two years made of a bio-based polyurethane composed of non-GMO wheat and corn, plant-based viscose and wood pulp, according to a press release. Swapping in the material for leather is part of the luxury brand’s commitment to more circular and sustainable fashion, it said. (Kering, Gucci’s parent company, committed to going fur-free back in 2021, but its fashion houses still use animal leather.)

To celebrate the style, the brand tapped Eilish — which it has dressed for many years — to pose for Tyrell Hampton carrying the new Horsebit 1955, which comes in monogram and in black. 

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Gucci also made a “significant” donation (though it didn’t disclose the amount) to Support+Feed, a non-profit founded by Eilish’s mother Maggie Baird to combat food insecurity and climate issues through a plant-based food system.

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