Collaborating with the music sensation Billie Eilish, Gucci introduces the reimagined Horsebit 1955, crafted from Demetra fabric, a non-animal material that boasts quality, softness, and durability.

The new Horsebit 1955 marks a significant milestone for Gucci as it becomes the first bag made from Demetra. This move underlines Gucci’s avant-garde approach and its commitment to transforming traditional tanning processes in favor of a more ethical future for the fashion industry. Demetra is composed of 75% plant-based materials and is entirely free from animal-derived components. The journey to develop this groundbreaking material took two years of research and development by Gucci’s skilled technicians and artisans. It has been in production at one of Gucci’s Italian factories since 2021.

In celebration of this exciting collaboration, a unique campaign has been created, featuring authentic, unfiltered content with Billie’s distinctive voice. The campaign comprises a series of cinematic clips that weave together to create an impromptu film, offering viewers a glimpse into Billie’s life, accompanied by her song “What Was I Made For?”

The new Horsebit 1955 aligns with Gucci’s aim to integrate circular production into their collections and their strategies in support of both humanity and the planet. Expanding their commitments further, Gucci has made a significant donation to Support+Feed, a non-profit organization founded in 2020 by Maggie Baird, dedicated to combating the climate crisis.