Gucci has launched a refreshed version of its classic Horsebit 1955 bag, now with a unique asymmetrical design and constructed from Demetra, an advanced non-animal material that doesn’t compromise on quality, softness, or durability. This project sees the light through a collaboration with Billie Eilish, the globally recognized music sensation celebrated for her uncompromising artistry.
The newly designed Horsebit 1955 marks a historic moment for Gucci as it is the inaugural product from the brand to be made with Demetra, highlighting the brand’s commitment to innovation and ethical fashion practices. Demetra, which is comprised of 75% plant-based materials, represents over two years of dedicated research by Gucci’s specialists. The material is a byproduct of Gucci’s craftsmanship evolution, and it has been crafted in an Italian Gucci factory since its inception in 2021.
Billie Eilish’s partnership with Gucci extends into a vibrant campaign featuring imagery and video content that captures her genuine narrative style. The visual journey is paired with Eilish’s track, “What Was I Made For?” and portrays a series of personal and relatable scenes reminiscent of a visual diary.
In a move that mirrors the House’s ongoing commitment to sustainable innovation, the redesigned Horsebit 1955 bag is a step forward in Gucci’s mission to integrate circularity within its product range and broader corporate strategy, focusing on both ecological and social impact. Enhancing its sustainability efforts, Gucci has also contributed to Support+Feed, a charitable organization founded by Maggie Baird that is tackling the climate crisis and food scarcity by promoting a fair, plant-based food network.
Creative Director: Sabato De Sarno
Art Director: Riccardo Zanola
Photographer: Tyrell Hampton
Director: Marcell Rev
Styling: Alastair McKimm
Talent: Billie Eilish
Make-up: Emily Cheng
Hair: Ben Mohapi
Music: “What was I made for?” by Billie Eilish