Gucci launches online platform to promote sustainable purpose

Gucci launches Gucci Equilibrium

Gucci has launched Gucci Equilibrium, an online communications platform designed to connect “people, planet and purpose” and to bring positive change in order to secure our collective future.

The aim is to promote the label’s commitment to sustainability and transparency both to its customers as well as internally to its 13,000 employees, its suppliers and the wider Gucci family. Focusing on purpose, the site explains, is about demonstrating integrity.

“These are critical times when we can all play our part in helping to deliver on the UN Global Goals and the Paris Climate Agreement,” Gucci CEO Marco Bizarri told WWD. “The only way to do that is by bringing people together, sharing ideas, innovation and experiences. This is the objective we have set for Gucci Equilibrium.”

The name reportedly comes from a balance between the aesthetic of what the brand produces, with the ethics in which it believes. The launch is accordingly part of a 10-year sustainability plan announced by the brand, which will be anchored in three pillars: environment, people and innovation.

“Environment” sees Gucci setting the target to guarantee the traceability of 95% of its raw materials, as well as the recent announcement it is banning furs; “People” includes a series of empowerment and diversity campaigns and social initiatives; and “Innovation” focuses on scouting and incubating startups, an approach also seen with the launch of its ArtLab space.

Visiting the platform allows the user to learn more about each specific initiative Gucci is embarking on under each pillar. In doing so, the brand is providing a content platform not only to celebrate and promote its achievements, but ensure it is held accountable for its actions in-keeping with its newly announced purpose.

Gucci has also announced a company-wide program alongside encouraging staff to dedicate 1% of their working time to volunteering in local communities.