Billie Eilish in new Gucci campaign using vegan materials

Vegan musician Billie Eilish has just debuted a rework of a classic Gucci design, the Horsebit 1955 bag. The new bag now come in a vegan-friendly version thanks to the use of an innovative new material, Demetra.

What is Demetra?

Demetra contains up to 77% plant-based raw materials and encapsulates the House’s luxurious aesthetic while offering an alternative animal-free solution.

Created from the House’s desire to explore and innovate materials for the future, Demetra is produced entirely in a Gucci factory in Italy using the same expertise and processes for tanning that give the material its pliable and resilient performance with a supple finish.

The Campaign: GUCCI HORSEBIT 1955 IN DEMETRA

An innovative iteration of the House’s Horsebit 1955 bag is transformed through an asymmetrical aesthetic and brought to life in Demetra—an animal-free material that combines quality, softness, and durability—in collaboration with iconic musical artist Billie Eilish, who is known for her bold advocacy.

Capturing candid moments, Billie Eilish showcases the new Horsebit 1955 bag, exemplifying both the House’s and her commitment to a more ethical fashion future.

With its unique shape and reconsidered materials, the asymmetrical silhouette crafted in Demetra brings a new perspective to the classic rectangular shoulder bag that has since become a legacy piece. This variation of the renewed Horsebit 1955 bag is made of beige and ebony GG certified hemp and ECONYL®.

The Campaign in action

Billie’s Advocacy

Billie has been a fantastic ambassador for the vegan movement, regularly speaking out on behalf of the animals.  Billie regularly uses her platform to encourage brands to offer more ethical options. To date, she has put her name to brands Nike, H&M & Freak City to name a few.

Billie’s mother Maggie Baird is also an animal and climate activist and just this year hosted the Overheated festival where Billie stopped by to talk with patrons.

Final Thoughts

So what are your thoughts on this collaboration? Would you support the brand’s vegan options? Do these brands still need to do more to draw in vega consumers?

We would love to hear your thoughts on this in the comments below.

LGV!