Gucci introduces an innovative new addition to its signature handbag line, the Gucci Horsebit 1955. Crafted from Demetra, a luxurious, soft, and durable animal-free material, this beautiful asymmetrical handbag was created in collaboration with artist and renowned environmental advocate Billie Eilish.

Courtesy of Gucci
As Gucci's first handbag in Demetra, the Gucci Horsebit 1955 is a testament to the brand's forward-thinking approach to evolving the traditional craftsmanship of luxury leather tanning for a more ethical fashion future. Demetra is made from 75% plant-based ingredients, with no animal-based ingredients. It is the culmination of two years of research and development by Gucci engineers and has been produced in Gucci's own factories in Italy since 2021.

Courtesy of Gucci
To celebrate the collaboration, an advertising campaign was created featuring visuals and a movie featuring Billie Eilish's authentic voice and appearance. The movie, with cinematic footage of candid album-viewing moments from Billie's personal collection, is set to her song "What Was I Made For?"


https://youtu.be/AYkVbr7YQAA

The new Gucci Horsebit 1955 bag in Demetra marks a major evolutionary step in Gucci's commitment to circular manufacturing and its commitment to making a difference for people and the planet. To further strengthen these efforts, Gucci has also made a significant donation to Support+Feed, a non-profit organization founded in 2020 in Los Angeles, USA by Billie Eilish's mother, Maggie Baird. Support+Feed aims to comprehensively combat food insecurity and the climate crisis through the creation of a plant-based and equitable food system.



Advertising Campaign 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