The new Gucci campaign for its first sustainable collection

There's nothing but blue skies...

Nothing more than a blue sky, Los Angeles' skyscrapers and a tree-house in the middle of a city. On the sound of I Can See Clearly Now by Jimmy Cliff, these are the elements that compose the new campaign by Gucci: Off the Grid, shot and directed by US director Harmony Korine and starring Jane Fonda, Miyavi, David de Rothschild, Lil Nas X and King Princess to unveil the brand's first sustainable collection. 

Following the launch of the Instagram account @gucciequilibrium to raise awareness on the environmental issues and promote a new positive change both for humanity and the planet, the new Gucci Off the Grid collection is only the first step of the brand's project Gucci Circolar Lines, as thought by the creative director Alessandro Michele in support of the brand's circular production. The collection is made of genderless items designed from recycled, organic and biological fabrics as ECONYL®, a regenerated nylon material made from recycled waste. 

To launch the collection, Gucci reunited a group of International stars as Grammy®-winner Lil Nas X and Jane Fonda, the 82-year-old actress and activist with the iconic red scarf who is still in the first line to protest in Washington for the environmental cause, for which she was even arrested multiple times early this year. Behind the camera, as it happened for almost all the latest Gucci campaigns, once again there is Harmony Korine, to confirm the love of Alessandro Michele for contemporary independent cinema. 

The collection is the result of teamwork; everybody brought something to it. And in the campaign, too, there is this idea of dialogue among people building something new, said Michele. I imagined that we could build a treehouse in a city center, all together, like kids playing in the park. Because all of us need to build this house or to find out that our planet exists, even where it seems it’s not there, or it's far away.