Gucci Horsebit Fall 2023 Campaign

Gucci has collaborated with the next-generation icon, Billie Eilish, to celebrate its latest innovative take on fashion tradition. In this endeavor, the renowned fashion house has chosen Billie Eilish as the face of a fresh campaign showcasing their reimagined Horsebit 1955 bag, crafted in an unconventional asymmetrical shape using the innovative vegan leather alternative, Demetra. The campaign was skillfully captured by photographer Tyrell Hampton and directed by Marcell Rev.

Gucci's in-house creation, Demetra, stands out for its sustainable credentials, being composed of 75 percent plant-based materials derived from responsibly sourced viscose, wood pulp, and non-GMO corn-based plastic. This composition results in a reduced environmental impact, particularly in terms of climate change and water usage. This animal-free leather represents the culmination of two years of intensive research and development by Gucci's technicians and artisans and has been manufactured in an Italian Gucci facility since 2021. While a portion of the material still relies on fossil fuel-derived synthetics (including the coating), Gucci is actively exploring methods to increase the use of organic, renewable materials without compromising durability.

To symbolize their forward-thinking approach to fashion's future, Gucci has enlisted the youthful and pioneering artist, Billie Eilish. Billie brings a unique blend of elevated and unfiltered casual cool to the campaign, with the succinct collection of portraits forming a digital scrapbook that weaves together elements of style, expression, introspection, and music, providing a glimpse into the life of an artist.

The visual aesthetics in this campaign serve as a clear departure from the style associated with Alessandro Michele, marking a more grounded, unvarnished, and contemporary direction for Gucci. While Michele's campaigns were characterized by fantastical and retro-inspired elements with lush detailing, Gucci's new direction focuses on recognizable celebrities captured in what could resemble an iPhone camera snapshot – a style that's also evident in recent campaigns featuring Kendall Jenner and Bad Bunny.

It's always invigorating to witness a heritage fashion house breathe life into a new creative vision, especially one that appears well-grounded and in harmony with the brand's history. Sabato De Sarno's consistent work reflects the house's identity in a reassuring manner. However, it's worth noting that this new direction may be considered somewhat safe, and its resonance in terms of brand enthusiasm and sales remains to be seen.

What's truly exciting is how Gucci's newfound creative direction seamlessly integrates sustainability and innovation. Gucci has made a shrewd move by channeling its celebrity casting towards a young star who epitomizes this progressive mindset. While the straightforward nature of the campaign imagery may not necessarily inspire us to envision radical new futures, it undoubtedly captures the distinctive essence of the current moment.