Gucci enters green with "Home" unexpectedly

Gucci's creative director, Frida Giannini, designed a $185 limited edition T-shirt made of organic cotton and natural dyes. Sergio Rossi has just launched a stiletto heel called Eco Pump, whose sole and heel are made of liquid wood.

At Bottega Veneta, there is a specially designed eco-friendly tote that can be given away to customers who spend more than $1,500. Alexander McQueen has created a new logo scarf. The image above is a deformed earth.

Next month, Gucci Group is ready to launch its green products with heavy weight, which will meet with an upcoming environmental protection theme film. This movie is about the predicament of the earth. It is sponsored by Gucci's parent company, the French PPR Group.

The movie "Home" ("Home") was filmed by the famous French aerial photographer Yann Arthus-Bertrand and will be held around the world on June 5th. More than 80 countries are released simultaneously, including cinemas and televisions, and especially on the Internet.

Google agreed to play the movie in high-definition movie format on YouTube's dedicated website for 10 days. In the United States, the film will be released by Fox and will be broadcast on the National Geographic Channel.

Nowadays, luxury goods sales are suffering from the recession of the economic recession. If the brand carries some green elements, it will be different, but exposure to public eyes is still potentially dangerous.

PPR Group sponsored the movie for 13 million US dollars, which is a large part of the cost of the movie. Its chief executive, François-Henri Pinault, claimed that he did not make huge investments for the potential commercial effect of the film, but rather to reduce the company’s environmental impact. Make a contribution.

Pinotte told Fortune: "We are not doing this to generate income." He admitted that it is risky for consumer goods companies to devote a lot of energy to environmental protection because it may cause their brands to fail to meet high environmental standards. The production method or product has been criticized.

“No brand is perfect,” Pinault said. “But it's a brand that has the responsibility not to disappoint the public.” He then gave an example: “I hope Frida Gianini refused to use fur products.”

No matter what the motive is, this is an opportunity Gucci brand will not miss - Gucci eager to show the world its own charity, most of the profits of these products will be donated to by Artus Bertrand (Arthus-Bertrand ) Established charity.

Finally, Stella McCartney may be the most eye-catching. She is a vegetarian and has long refused to use fur in her designs. On June 5, at McCartney's company in West Hollywood, she will hold a special film screening. There are many celebrities to participate in, including Laura Dern, Ben Harper, Anjelica Huston and Pinot's wife Salma Hayek (Salma) Hayek).