Gucci has just unveiled a new take on its emblematic Horsebit 1955 bag, this time transformed through an asymmetrical aesthetic in Demetra—an innovative animal-free material that mimics leather—led by pop powerhouse, Billie Eilish.
Durable, soft, and innovative, Demetra is made from 75% plant-derived raw material sources, a culmination of two years of research and development by Gucci. Known for her bold advocacy of animal rights and protection, it’s no wonder the Italian fashion house has collaborated with the Grammy-winning musical artist to bring this handbag to life.
The new handbag highlights Gucci’s committed journey towards circularity and sustainability in its collections. Since 2021, Gucci’s own technicians and artisans have been developing Demetra in a Gucci factory. To further its commitments, Gucci has made a significant donation to Support+Feed, an intersectional nonprofit organization dedicated to combating climate crisis and food insecurity. Founded in 2020 by Maggie Baird, the organization aims to work toward an equitable, plant-based food system.
The collaboration is featured in a new campaign photographed by Tyrell Hampton including imagery and videos that show Billie’s unfiltered and authentic tone of voice set to her song “What Was I Made For?”. The videos show a series of moments strung together to feel like a photo album of the artist’s life with the reinvented Horsebit 1955 bag making subtle appearances.