GUCCI has launched the world's first collection of zero-deforestation handbags. The Italian fashion house unveiled the designs this morning during Paris Fashion Week.
The range - which features three styles made from Amazon leather - was designed in collaboration with Livia Firth's Green Carpet Challenge and the National Wildlife Federation. The bags "set new standards in traceability and ecological certification", ensuring that all Brazilian cow hides used are legally and ethically produced.
"This is a breakthrough moment for sustainable style," said Firth. "Once again, our collaboration with Gucci spotlights this fashion house as a genuine leader. Working together to utilise on-the-ground research by the NWF means that we have created a chain of custody that brings real change to the fashion industry."
Each piece is guaranteed to have caused zero-deforestation and comes complete with its own passport, detailing the exact history of its chain of supply - from the birth of the cow to the creation of the final product. The leather used comes from cattle ranches that have achieved Rainforest Alliance certification - which covers environmental criteria as well as the ethical treatment of the animals - a first for a leather collection.
"This is a breakthrough moment for sustainable style," said Firth. "Once again, our collaboration with Gucci spotlights this fashion house as a genuine leader. Working together to utilise on-the-ground research by the NWF means that we have created a chain of custody that brings real change to the fashion industry."
"I believe that today more than ever before, customers want to be associated with brands that are thoughtful and responsible," said Gucci creative director Frida Giannini. "This project with the Green Carpet Challenge was conceived to show how we can be proactive on environmental issues, by raising awareness and demonstrating action on the subject of deforestation."
To coincide with the project, Gucci is making a donation of €50,000 to the National Wildlife Federation, funding work to promote deforestation-free Brazilian leather.
Stay tuned for more on this!
