Billie Eilish Fronts Gucci Campaign Launching First Bag in Animal-free Demetra Material

30 Oct 2023

Two years after launching its first sneakers made using the animal-free alternative material Demetra, Gucci on Monday is unveiling a new iteration of its heritage Horsebit 1955 bag made of it, turning to Billie Eilish to front a dedicated campaign of images and videos.

This is the first Gucci bag to be crafted in Demetra, and it reflects the house’s aim toward a more ethical fashion future and toward embedding circularity in its collections, while protecting its traditional tanning craftsmanship.

With a new asymmetric silhouette, the Horsebit 1955 bag, marked by an archival equestrian emblem, retails at $3,500 in black Demetra, while the model that also includes ebony GG certified hemp and Econyl regenerated nylon retails at $3,200.

The campaign, conceived by creative director Sabato De Sarno, was photographed by Tyrell Hampton.
The soundtrack in the videos is “What Was I Made For?” by Eilish, a vegan since she was 12, and a longtime vocal advocate for animal protection, pushing for designers and brands to stop utilizing leather and furs in their collections.