Two years after introducing trainers crafted from ethically sourced Demetra fabric, Gucci unveils a fresh version of its classic Horsebit 1955 bag, now made with the same sustainable material. The campaign for this updated bag features American singer Billie Eilish, lending her distinctive voice and style to the launch. The overall presentation emphasizes casual women’s wear, pairing the elegant bag with laid‑back silhouettes to highlight modern luxury with an ethical backbone.
This marks Gucci’s first bag to utilize Demetra fabric, a choice the brand presents as part of a broader commitment to a more responsible fashion future. The label notes that the line blends recycled textiles with traditional tanning craftsmanship, underscoring a shift toward more sustainable production methods while honoring the heritage that defines the Horsebit 1955 lineage.
The redesigned Horsebit 1955 showcases an updated asymmetrical silhouette while maintaining archival insignia that collectors recognize. The bag is priced at $3,500 in Demetra Black, signalling a premium position that aligns with Gucci’s ongoing emphasis on craftsmanship and environmental responsibility. The campaign credits Tyrell Hampton as photographer and Sabato De Sarno as creative director, with the collaboration described as a cohesive blend of image, texture, and narrative.
Gucci also partnered with Support + Feed, a foundation established by Maggie Baird in Los Angeles. The organization focuses on creating an ethical, plant‑based food system, aligning the fashion house’s philanthropic efforts with its values around humane sourcing and environmental stewardship.
Billie Eilish has a history of collaborations centered on sustainability. In 2021 she joined forces with Nike to develop a sustainable sneaker collection featuring two Air Jordan styles made entirely without animal products and incorporating 20 percent recycled materials. A subsequent partnership with H&M produced a range of eco‑friendly products, reinforcing the singer’s public stance on environmental issues. Her influence in the fashion and entertainment worlds has been acknowledged by various organizations, including recognition by a prominent animal-rights group in the year 2021.
Recent media coverage notes that Eilish’s summer activities reflected her outspoken approach to style and branding, with shifts in her public image and presentation receiving widespread attention. In past media profiles, she has been connected to the meteoric rise of her career, including early breakthroughs that helped propel her to global recognition after a widely discussed early release.
The current Gucci campaign positions Demetra as more than a fabric choice; it signals a strategic move toward responsible luxury. By combining archival design cues with a modern, ethical material, Gucci aims to appeal to customers who value both heritage and sustainability. The inclusion of a high‑profile figure like Eilish helps translate these ideals into a contemporary, accessible narrative that resonates with audiences in Canada and the United States. The campaign’s messaging centers on style without compromising ethics, inviting a broader audience to consider how luxury fashion can align with responsible production methods.
As brands continue to explore new fabrics and greener production paths, Demetra stands as an example of how innovation can coexist with craftsmanship. Gucci’s approach to the Horsebit 1955 demonstrates that a beloved icon can be reimagined through the lens of sustainability while preserving the essence that fans have long admired. The collaboration with Eilish, the photography by Hampton, and the creative direction by De Sarno contribute to a cohesive story about modern luxury that respects both people and the planet. The philanthropic partnership with Support + Feed further amplifies the message, illustrating how fashion initiatives can extend beyond aesthetics to support ethical food systems and community well‑being.
In sum, Gucci’s latest Horsebit 1955 release embodies a forward‑looking vision for luxury that values transparency, recycled materials, and traditional artisanship. With Demetra at its core and a campaign led by a globally recognized artist, the bag serves as a tangible example of how a storied brand can evolve without losing its heritage. The combination of product, campaign, and collaboration creates a narrative that appeals to conscious shoppers who seek beauty, quality, and responsibility in equal measure. The entire effort signals a notable shift in the luxury fashion landscape, one that acknowledges environmental considerations as an integral part of timeless design. The result is a compelling, modern icon that stands ready to endure while continuing to tell Gucci’s story about elegance, ethics, and enduring craftsmanship.