COLLABORATE ON AN ICONIC BAG DESIGNED TOWARDS THE FUTURE WITH DEMETRA
Today, Gucci unveils an innovative iteration of its heritage Horsebit 1955 bag, transformed through an asymmetrical aesthetic and brought to life in Demetra—an innovative animal-free material that combines quality, softness, and
durability—in collaboration with iconic musical artist Billie Eilish, who is known for her bold advocacy.
This Horsebit 1955 is the first Gucci bag ever to be crafted in Demetra, exemplifying Gucci’s
forward-looking approach as the House’s traditional tanning craftsmanship supports a transformation towards a more ethical fashion future. Made from 75% plant-derived raw
material sources, the animal-free Demetra is the culmination of two years of research and development by Gucci’s own technicians and artisans and has been produced in Italy since
2021 in a Gucci factory. The collaboration is celebrated in a new campaign of imagery and videos that all feature
Billie’s unfiltered, authentic tone of voice. The videos are a series of cinematic moments,
woven together in a candid motion piece that feels like an album of Billie’s life and set to her song, “What Was I Made For?”
As a commitment to bold progress, the new Horsebit 1955 bag aligns with the House’s journey towards embedding circularity in its collections and its strategy for people and planet. To further amplify its commitments, the House has also made a significant donation
to Support+Feed, an intersectional nonprofit organization founded in 2020 by Maggie Baird dedicated to combating climate crisis and food insecurity by working toward an equitable, plant-based food system.
CREDITS
Creative Director: Sabato De Sarno
Art Director: Riccardo Zanola
Photographer: Tyrell Hampton
Director: Marcell Rev
Styling: Alastair McKimm
Talent: Billie Eilish
Make-up: Emily Cheng
Hair: Ben Mohapi
Music: “What was I made for?” by Billie Eilish
