Jane Fonda & Lil Nas X Star In The Campaign Of Summer

As Gucci paves its own way towards a greener future – through seasonless collections shown twice a year and pledges to reduce its environmental impacts – the house is exploring how sustainability can power creativity. For its new Gucci Off The Grid collection – the first from creative director Alessandro Michele’s Gucci Circular Lines initiative supporting the brand’s circularity mission – it enlisted a galaxy of stars to model the innovative edit.

Jane Fonda, Lil Nas X, King Princess, Miyavi and David de Rothschild wear the capsule collection, which is comprised of recycled, organic, bio-based and sustainably sourced materials. It has been created with the Gucci Equilibrium – an umbrella term for the brand’s ongoing effort to create positive change for people and the planet – in mind. Shot by Harmony Korine before lockdown in LA, with creative direction by Michele and art direction by Christopher Simmonds, the campaign casts the new Gucci gang as metropolitan explorers.

Fonda perfects her power stance in luxuriously muted tailoring in a treehouse nestled within a concrete jungle; Lil Nas X sits a few planks down wearing burnt-orange cords and denim; and de Rothschild, a keen environmentalist, looks right at home in utilitarian staples within the green space. “The treehouse and the simple way of life it represents becomes a powerful metaphor for the desire to escape conventional life and enjoy the experience of living more Off The Grid,” explains the brand.

For Michele, “the collection is the result of teamwork; everybody brought something to it,” he says. “In the campaign, there is this idea of dialogue among people building something new. I imagined that we could build a treehouse in a city centre, all together, like kids playing in the park. Because all of us need to build this house or to find out that our planet exists, even where it seems it’s not there, or it’s far away.”

Timely musings, indeed. But the collection is chock-full of covetable accessories (the cash cow for all luxury brands) that will surely fly off virtual and newly-opened boutique shelves. From the buttercup-yellow GG tote made from Econyl and black leather trims, tanned using environmentally friendly techniques (Fonda’s choice), to Lil Nas X’s orange shoulder bag created using the same responsible practices, the bags are unabashedly bright. Also cheering? Korine’s campaign film, which depicts the cohort planting acorns, climbing trees and enjoying one another’s company within their lush makeshift sanctuary.