Gucci X Billie Eilish Collab Brings the Brand’s Signature Horsebit 1955 Bag Into the Future

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Gucci recently unveiled their iconic Horsebit 1955 bag, bringing its asymmetrical aesthetic to life in Demetra, an innovative animal-free material.

This alternative fabric brings quality, softness, and durability without compromising on style. The bag was released in collaboration with Billie Eilish, who is known for her bold advocacy of animal rights.

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?’.

The iconic Gucci Horsebit 1955 handbag bridges eras through the story it tells and the elegant strength of its design. Gucci’s use of the Horsebit design is a testament to the exceptional materials and craftsmanship that have always distinguished the brand. 

This new Horsebit 1955 is the first Gucci bag ever to be crafted in Demetra, exemplifying Gucci’s forward-looking approach towards a more ethical fashion future. 

With its unique shape and reconsidered materials, the asymmetrical silhouette crafted in Demetra brings a new perspective to the classic rectangular shoulder bag. 

Made from 75 percent 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.

Gucci has also made a significant donation to Support+Feed, an intersectional nonprofit organisation founded in 2020 by Billie Eilish’s mother, Maggie Baird. The organisation is dedicated to combating climate crisis and food insecurity by working toward an equitable, plant-based food system.

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