November 15 - By Promostyl

Gucci presents its first vegan bag

In 2021, Gucci is making a series of sneakers from a new sustainable material developed after 2 years of research and development : Demetra.

Today, this vegan material is part of Gucci's bestseller category.

Gucci, Tyrell Hampton, Billie Eilish

A new Horsebit 1955 bag is featured in a recent promotional campaign, in collaboration with American singer Billie Eilish.

The model is given a new asymmetrical design, and comes to life thanks to Demetra: a material made from non-animal raw materials that combines quality, flexibility, resistance and durability. This original design is also based on eco-responsible materials such as hemp and Econyl.

Gucci, Tyrell Hampton, Billie Eilish
Gucci Horsebit 1955 Demetra

Named by Alessandro Michele, the brand's former artistic director, in homage to the Greek goddess of cultures, this alternative to leather is based on the same tanning processes. Demetra, with its animal-skin look, is a genuine alternative to traditional leather, since it currently includes over 77% plant-based ingredients such as viscose, cellulose pulp and organic polyurethane. All sourced from sustainably managed forests.

This approach reflects the Kering Group brand's desire to innovate and move towards an ethic that is more respectful of the environment and the future.


In addition to its use within its own collections, Gucci has indicated that it intends to offer this new material to the other Houses of Kering, its parent group, before making it more widely available to other players in the industry.

According to Marco Bizzarri, the brand's CEO, Demetra "brings together Gucci's high standards of quality and aesthetics".

The high-end finishes and versatility of this brand-new product allow it to be adapted to several product categories (bags, clothing and accessories for men, women and children).