It turns out green is the most fashionable colour
It’s not easy being green. But it’s important. Which is why a number of brands, big and small, are making efforts to put the environment first. The latest to make a major pledge to do better is Gucci, the £13.3 billion brand owned by luxury group, Kering.
Speaking to The New York Times earlier this week, Gucci’s CEO Marco Bizzarri confirmed that the brand’s Spring/Summer 2020 show, taking place in Milan in a few weeks, will be carbon-neutral. The brand will also be going carbon neutral in its entire supply chain.
If you’re wondering what that means: carbon neutrality – or carbon offsetting as its otherwise known – is the act of compensating for carbon emissions by funding organisations committed to reducing emissions elsewhere. For example, contributing to reforestation projects (which is what Sir Elton John did after hiring a private jet for Prince Harry and Meghan Markle earlier this year).
‘We will offset everything, from the travel emissions of 1,000 guests and 900 workers, including models, production staff and Gucci employees, to using recycled wood for the set and Forest Stewardship Council-certified paper invites,’ Bizzarri told the publication.
This isn’t totally surprising, given that Gucci announced a 10 year ‘Culture of Purpose’ plan with a significant commitment to sustainability in 2017.
The goal, it said, was to reduce its environmental impact, and set ‘ambitious targets’ to create a new standard in luxury retail. The first step it took was guaranteeing the traceability of 95% of its raw materials (fabrics like cotton, leather, and wool).
Since then, the brand has launched Gucci Equilibrium – a portal that explains and provides updates on its social and environmental practices.
Its latest announcement is a major development on its existing eco-conscious efforts, bearing in mind that it’s no small feat to calculate, and then offset, the carbon emissions of a spectacle that editors, buyers, and stylists travel from all over the world to see.
News of Gucci’s latest initiative comes days after Gabriela Hearst worked with EcoAct, and Bureau Betak to reduce the carbon footprint of her New York Fashion Week show last weekend, announcing it as ‘an industry first’.
It will be interesting to see who follows suit. Especially after a number of brands went fur-free after Gucci led the way in 2017.
Gucci – a trend-setter on-and-off the catwalk.