Gucci Goes Green: In a campaign featuring Billie Eilish, the Italian fashion house unveiled its iconic Horsebit 1955 bag made of the innovative animal-free material Dimetra. Known for her bold advocacy work and vocal support for climate action, Eilish was a natural partner for the Cruelty Free line. Plus, given that the 21-year-old pop star is a top-class trendsetter, it is fitting that she is the first to take on the new style.

The Italian fashion house is increasingly moving in a more sustainable and environmentally conscious direction (Gucci launched sneakers made of Demetra two years ago). The handbags presented here represent the brand's latest innovation in eco-conscious design. With its unique shape and innovative materials, the Dimetra 1955 Horsebit bag brings a new perspective to the rectangular handbag, a traditional wardrobe staple. Available in solid ebony black with a recycled silver chain and neutral beige with the Gucci logo.

Dimetra uses 75 percent plant-based materials, including bio-based polyurethane made from non-GMO wheat and corn, recycled ECONYL nylon from recycled ghost netting, carpet, and pre-consumer waste. Responsibly sourced wood cellulose is the foundation of this soft and durable material, and Dimetra is tanned according to Gucci's century-old standard. A synthetic protective coating ensures the durability and long-lasting quality for which Gucci accessories are renowned. Gucci states that it continues to strive to minimize its reliance on fossil raw materials through both its Demetra and cowhide leather processing.

The first Gucci bags focused on sustainability are priced between $3,200 and $3,500 ($1,150 to $31,000 for the full leather Gucci Horsebit 1955 bag) and are already available on the website." Billy Irish shows off his new Horsebit 1955 bag." the website says, and "embodies both Gucci and her commitment to a more ethical fashion future."

Celebrating its 100th anniversary, Gucci is acclaimed for its Italian craftsmanship, innovation, and redefining luxury. The press release states, "Building on the momentum of its centennial, Gucci is committed to continuing to strengthen its corporate culture and demonstrate its values through innovative ways to achieve its social and environmental goals."

While we are still waiting to hear more about how true environmentalism will ultimately be achieved, Gucci's Dimetra Horsebit 1955 bag is an essential step in the brand's sustainability efforts due to the large carbon footprint of its animal leather It is certainly a step in the right direction.