A Collaboration
When you think of Gucci, what other brands do you think of? Chanel? Saint Laurent? Maybe Supreme or Off-White? Well, in this instance, it’s The North Face. Sounds a bit strange, right? Two mightily powerful brands within their own niches, but they’ve decided to join together for a highly anticipated collaboration. In September 2020, Gucci posted a “series of mysterious trailers” announcing its partnership (Thorpe, 2021, para. 1). Now, the first images and video from the collection have finally been released; and man, it is interesting!
With a nod to the ‘70s and an environmental purpose, this collection “…plays on their combined heritage, blending Gucci’s penchant for maximalist luxury with The North Face’s expertise in performance gear” (para. 2). The collection includes everything (and more) that you’d need for an outdoor expedition – down jackets, skirts, dresses, shirts, a onesie as well as accessories and even a tent and a sleeping bag. While these pieces are intended to perform in the environment, they surely look like they’ve just come off Gucci’s latest runway show. The color palette is vivid and vibrant, adorned with whimsical florals and no shortage of both Gucci and The North Face’s logos.
While it may seem a bit strange for these power players to link up, Lucy Thorpe (2021) explained, “…the choice of partner isn’t as surprising as you might first think considering Gucci’s recent environmentally considered moves to become carbon neutral and ditch the fashion calendar in favor of bi-annual seasonless collections” (para. 4). In 2018, Gucci debuted the Gucci Equilibrium – its “commitment to generate positive change for people and our planet” (“About,” 2018, para. 1). Its website comprehensively covers its sustainability policies, commitments and reports. Then just a few months ago, Gucci released its “Off the Grid” collection – “a collection made solely of recycled, regenerated, or bio-based materials and the first installment in Michele’s [Creative Director at Gucci] ‘Gucci Circular Lines’ initiative to reduce raw material use and facilitate circular production” (Thorpe, 2021, para. 5). Its partner in this collaboration, The North Face built its company on a commitment to and respect of the environment. A heavily used material within the Gucci x The North Face collaboration is ECONYL ®, “a nylon fabric made from regenerated material” (para. 6).
Gucci x The North Face
It’s certainly redundant to say that 2020, and now 2021, have been strange, strange years; but it seems as if nature – whatever that may be – has become a place of solace for many people. Whether it’s a walk around the block, a hike into the mountains or a stroll through your local park, people are spending more and more time outside amongst nature’s beauty. The Gucci x The North Face collaboration intends to pay respect and honor a major source of hope and light for us all in these tumultuous times – nature.
Jane Fonda in Gucci’s “Off the Grid” Campaign.
While I’m not sure I’d say that this collaboration is my style, necessarily, I always find it particularly exciting when major luxury players, like Gucci, seem to put sustainability at the heart of its operations. When creative directors like Alessandro Michele take on sustainability firsthand, the hope is that other luxury houses will soon follow. First with “Off the Grid” and now with The North Face, Michele has certainly demonstrated an interest and commitment to sustainability. Let’s hope that Michele’s peers follow suit.
Bye for now,
McGee