Starting a new chapter in sustainable fashion finally Gucci has launched a new collection called “Circular Chic,” which is ambitious enough to fully change the approach to luxury fashion by putting sustainable efforts as its priority while still maintaining the chic factor of the brand intact. This latest collection in the fashion house of luxury brand can be considered as a major move from the industry to meet the emerging prospects of sustainability and ethical manufacturing.

The “Circular Chic” clothing line comprises multiple ready-to-wear items; accessories; and shoes and bags all made solely using recycled/upcycled and/or sustainably sourced materials. Gucci’s design team headed by Sabato De Sarno has creatively given a new life to such materials as scrap fabrics, plastics, and even reclaimed woods to create fashionable wears fitting the brand’s romantic, bohemian, and modern outlook.

Perhaps one of the most engaging aspects of an extremely diverse collection is the fact that it features exclusive Gucci’s EcoLuxe fabric – a new generation of material born from Gucci’s joint efforts with scientifically advanced textile engineers. This fabric is created from the recycled oceanic plastics and regenerated nylon yarns; its feel and appearance are as soft as they are as the regular fabrics they are competes of but the harm they cause to the environment is drastically eliminated.

The handbag from the collection demonstrates Gucci’s capability in the bio-leather creation by making the bags from the mycelium-based leather materials and collected and recycled leather scraps. While these pieces are already symbolic of a brand’s technical proficiency, it also responds to the wellness and sustainability-first luxury consumer now more than ever.

To this, Gucci has embraced sustainable fashion in this case branded as the “Circular Chic” inclusive of a range of sustainable jewelry. The pieces in this line use recycled precious metals and gems, and every individual piece comes with a blockchain-verified certificate of origin in sustainability. Such disclosure is unrivalled in the luxury jewellery segment and ensure a new benchmark in ethical sourcing standards.

To enhance its guarantee of sustainable fashion, Gucci recently released the plan that the whole “Circular Chic” collection will be made in factories utilizing only renewable energy to reduce carbon footprint to zero. The brand has also committed to establish a circle program, which will enable customer to return the Gucci items they have purchased to the company for recycling or to be transformed into new products once they are no longer useful.

The Circular Chic collection has been released at the same time as Gucci has been setting even bigger goals in the sphere of sustainability. The brand goal for sustainable procurement is to deliver 100% traceability for strategic commodities by 2025, and ambitions to make and deliver all products without virgin plastics across its supply chain by 2030. These goals place Gucci as a sustainable luxury brand and are likely to impact on the whole industry.

Selfers stylists already anticipate that Gucci’s step will encourage other toto brands to intensify their measures in the field of sustainability. This only leads to the fact that the topic of the collection “Circular Chic” can modify the vision of clients and transform sustainable manufacturing into a guaranteed criterion for belonging to the elite segment.

This collection has already been applauded by the environmental activists and fashion critiques. Celebrity environmentalist, fashion sustainability activist Livia Firth praised Gucci, saying that it is one of the very first luxury brands to “set a gold standard for luxury sustainability. ” Vogue Magazine’s editor in chief, Anna Wintour has described the luxury sustainable sustainable collection as one of the biggest “game changers that shows that luxury and sustainability can harmonise perfectly. ”

It has also been recently launched, however celebrities were quick to embrace the “Circular Chic” collection. Movie stars such as Timothée Chalamet, Zendaya and Emma Watson have been seen wearing items from the collection which have helped to skyrocket its popularity particularly among the young generation that is more conscious about the environment.

To display the items, Gucci has the different campaigns of more elaborate and involving pop-up in different cities that are sustainability-oriented. Those installations will not only showcase the ‘Circular Chic’ pieces but also raise awareness of sustainable fashion and circular economy approach in luxury industry among the visitors.

For the “Circular Chic” collection, instead, Gucci has tried to make sustainable luxury affordable in a more straightforward manner. Yet the pieces remain in the ‘luxury’ category, but are cheaper compared to many of the usual Novica items, as the long term budget cost-efficient of sustainable manufacturing is recognized.

Gucci ‘s circular chic truly embodies this reality and is a step towards the right direction after a fashion industry continues to harm the environment more and more. Indeed, what Gucci is doing is not only making the most of the fashion cycle but also making sure that the company is at the forefront of making good for the environment and helping solidify its image as a corporate citizen.

Such collections may become a new trend, and luxury fashion may gradually become different – sustainable by default. With more people starting to pay attention to the effects of their consumption on the environment and the welfare of other people, Gucci is making a daring step with the new “Circular Chic” collection that places the brand at the forefront of the shift that aims to combine luxury and sustainability.