Billie Eilish Promotes Gucci's First Sustainable Handbag Made from Animal-Free Material Demetra

Launching eco-friendly Horsebit 1955 bag, Gucci marks a significant step in sustainability efforts, pairing with longtime vegan and advocate for animal protection, Billie Eilish, to front its campaign.

The new Gucci Horsebit 1955 bag, Gucci's first handbag made of its animal-free material Demetra, was created as part of the brand's sustainability efforts. Demetra, composed of 75% plant-derived raw materials, was originally introduced in 2021 for a line of sneakers.
Billie Eilish, a long-time Gucci collaborator and vegan advocate, is the face of this new campaign. Eilish has consistently used her platform to push for more sustainable and animal-friendly practices in the fashion industry.
The new Gucci Horsebit bag, made in the two colorways of black faux leather and the signature brown monogram GG pattern, follows the same design as the original Horsebit 1955 bag, reflecting the house's fusion of their traditional aesthetic with modern sustainability.
The Horsebit 1955 bag incorporates asymmetrical designs and Demetra. The material is durable, versatile, and incorporates responsibly sourced viscose, wood pulp and non-GMO corn-based plastic. Gucci indicates that these plant-based resources lower the impact related to climate change and water usage.
Gucci's sustainability commitment further includes donations to Support+Feed, a non-profit organization battling climate crisis and food insecurity through promoting a plant-based food system. The company also utilizes a heavy metal- and chrome-free tanning process, and its hardware is sources from at least 30% recycled brass alloys and finishes containing 100% recycled gold and palladium.