Gucci, the prominent luxury brand, has released a in-house campaign, Gucci Equilibrium, change both its global footprint and its community impact. Gucci’s new objectives are centered around people, the environment, and innovation. They thus launched a website for employees and customers to be updated on exactly how Gucci is taking action.
For Gucci’s focus on people, they have created two separate projects in order to leave an impact locally and globally. Gucci employees are now able to use 1% of their working time to volunteer in their communities. On a grander scale, Gucci launched “I was a Sari”, a project in which Gucci craftsmen show women from Mumbai how to upcycle saris.
Their more publicized objective, the environment, is centered around sustainability. They are now using 95% raw materials and banning the use of fur in any of their collections. They have also created partnerships with incubator funds and accelator programmes to find new substainable processes such as solvent-free coating or new ways for leather preservation.
They announced the campaign on #WorldEnvironmentDay and have used social media to display their efforts. Using the tag #Gucci Equilibrium, Gucci has shown their new art lab, the creation of a dress made full of recycled materials for the Green Carpet Fashion Awards, and their progress in Mumbai. The execution of this project was done in great timing as the pressure is rising for companies to take on social responsibility and Gucci has already begun to receive high praises for it.