Consumers are paying more attention to luxury brands and their roles in sustainability and environmental impact than ever before. With the power of the internet, fashion houses around the globe have had their questionable manufacturing and production processes called out for their lack of consideration for the environment. 

In an effort to do its part, Gucci announced its new eco-friendly Circular Lines - a collection of products “designed for those mindful of their environmental impact.” The first ever Circular Lines collection is known as Gucci Off the Grid. 

Gucci Off the Grid is the first ever sustainable collection for the world famous fashion house, signaling a more conscious effort toward production and fashion design. The products in the Off the Grid collection use recycled, organic, bio-based and sustainably sourced materials. By integrating its own practices for sustainable fashion production, Gucci follows in the footsteps of brands like Stella McCartney, Veja, and Patagonia who actively use vegan and recycled materials to manufacture their products. 

To bring extra attention to its latest line, the Gucci Off the Grid campaign rounded up familiar faces for its sustainability push with celebrities Jane Fonda, Lil Nas X, King Princess, Miyavi, and David Mayer de Rothschild starring in its advertisements. Another celebrity who will play a role in Gucci’s sustainable fashion is Emma Watson, the chair of the Sustainability Committee at Kering, Gucci’s parent company. 

The Gucci Off the Grid capsule collection features a series of gender neutral bags and sneakers, with few things in the realm of ready-to-wear. It could be that Gucci wants to test the waters and see how their first collection sells, then move forward with unique men’s and women’s collections; however, with gender fluidity being a mainstay of Gucci advertisements and products, the unisex positioning of Gucci’s Circular Lines may be here to stay. 

While Gucci is making eco-friendly and environmentally conscious decisions with its current Off the Grid capsule and future Circular Lines, there still lies a lot of question of how long it will last or if the brand will stick to its promise of sustainability. The Gucci Off the Grid collection houses just a handful of its hundreds of available products, most of which don’t have the same transparency or disclaimers or how and where materials are sourced. 

Whether you’re an environmental hero who has a love for luxury or are just looking to offset your environmental footprint, Gucci Off the Grid and future Circular Lines are a great place to start. Though one sustainable collection isn’t a large leap, the Off the Grid capsule certainly is a step in the environmentally-conscious direction. You can shop the full Gucci Off the Grid collection here.