Gucci has a new look these days. Italy’s fourth-most famous fashion brand is marketing sustainability, working to enhance its eco-conscious strategies. The 98-year-old couturier says it has been quietly working on its new approach for years, giving thought to just what it would take to “connect people planet and purpose” under Gucci’s brand.
The answer, the company says, is Equilibrium, a platform that offers curated content and a glimpse into Gucci's goals, manufacturing processes and current projects."The launch of the website Gucci Equilibrium is part of a 10-year plan to embed a comprehensive sustainability strategy into and around Gucci," the company says on its website, "governed by a Culture of Purpose, the House’s mission to bring positive change to secure our collective future. Consumers can connect with the platform to learn more about Gucci's sustainability initiatives. "Gucci Equilibrium is about us spreading that energy and that positive intent to everyone who loves our brand,” Marco Bizzarri, Gucci president and CEO said. “These are critical times when we can all play our part in helping to deliver on the UN Global Goals and the Paris Climate Agreement. The only way to do that is by bringing people together, sharing ideas, innovation and experiences. This is the objective we have set for Gucci Equilibrium.” The portal provides stories and science between environmental initiatives and how they impact the fashion industry. Readers can learn about the company's environmental journey and the efforts that its parent company, Kering, has initiated to ensure raw materials meet its sustainability standards. They can also explore the various initiatives it undertakes to put people, as well as the planet at the center of its business operations. According to Gucci, it both partners with organizations that shares its values and is developing a supply chain that meets its environmental sourcing criteria. The initiatives that it and Kering have underwritten also provide a glimpse into their values. Women in Motion, an effort by Kering to showcase the many roles that women have played in the entertainment industry "whether in front of the camera or behind it" and Gucci's support of the Beygood/UNICEF initiative to supply water to impoverished children at the heart of Africa tell their own stories about Gucci and Kering's broader view of humanitarianism. Readers can connect with Equilibrium by logging on to its independent site. Flickr image: Michael Costa
Jan Lee is a former news editor and award-winning editorial writer whose non-fiction and fiction have been published in the U.S., Canada, Mexico, the U.K. and Australia. Her articles and posts can be found on TriplePundit, JustMeans, and her blog, The Multicultural Jew, as well as other publications. She currently splits her residence between the city of Vancouver, British Columbia and the rural farmlands of Idaho.