When Gucci’s new creative director Sabato De Sarno revealed the spring/summer 2024 collection, it signaled a modern reinterpretation of the brand’s codes. This extends to the latest launch: the Horsebit 1955 bag crafted from Demetra, a vegan leather alternative.

Gucci introduces two asymmetrical designs utilizing this next-gen material—one in black and another with the iconic monogram. The latter also incorporates certified heмp and Econyl’s recycled nylon. This move represents a significant step in Gucci’s sustainability journey, addressing the environmental impact of animal leather.

The first to showcase the new bag is Billie Eilish, known for her advocacy on environmental issues. She is featured in Gucci’s new campaign and expresses, ‘I am honored to be part of Gucci’s evolution in rethinking tradition. It’s a new understanding, and one that isn’t afraid to evolve in a new direction, that truly matters to me.’

The Demetra material, developed in-house at Gucci, is 75% plant-based, utilizing responsibly sourced viscose, wood pulp, and non-GMO corn-based plastic. This composition results in lower environmental impacts, considering climate change and water usage. While part of the material still relies on fossil fuel-derived synthetics, Gucci is actively exploring ways to increase the bio-based inputs without compromising durability.

Gucci distinguishes Demetra from other vegan alternatives due to its scalability. As it employs widely available inputs and an existing tanning process, it avoids the challenges faced by other new-gen materials. The launch of the Horsebit 1955 in Demetra follows Gucci’s introduction of three sneaker styles with the leather alternative in 2021, signaling the brand’s commitment to expanding its use across various product categories. This leaves us anticipating a potential vegan version of the iconic Jackie bag in the near future.