Gucci and FARFETCH Team up on 'Imagined Futures'

by SHOWstudio on 29 March 2021

Elise by Olsen, Kam-BU and Dominique Drakeford front the new campaign in a series of eco-conscious, collaged images by Seana Gavin.

Elise by Olsen, Kam-BU and Dominique Drakeford front the new campaign in a series of eco-conscious, collaged images by Seana Gavin.

FARFETCH have launched ‘Imagined Futures,’ a year-long, four-part collaboration with Gucci. A multi-experience programme rooted in values, sustainability, innovation, community and client services, the project was initially inspired by the new Gucci Off The Grid collection. Designed for those mindful of their environmental impact, the Gucci Off The Grid line uses recycled, organic, bio-based and sustainably sourced materials.

Publisher and editor Elise by Olsen, musician Kam-BU and sustainability expert Dominique Drakeford star in the first campaign, which features collage art by Seana Gavin of wildlife, polar bears, ice caps, penguins and wolves; the message is clear - take care of the environment and it will take care of you.

Gucci Off The Grid originally launched in June 2020 as the first collection under Gucci Circular Lines, which championed the regeneration of materials, and aimed to waste less by minimising the use of new resources. The five product ranges covering accessories, ready-to-wear and travel pieces are made of recycled, regenerated, organic, bio-based and sustainably sourced materials.

Elise by Olsen

Norwegian publisher, editor and writer Elise by Olsen presents a ‘beautiful utility.’ Set against the backdrop of an Arctic winter, this world is as sparse as it is beautiful. What appears to be a minimalist environment belies a complex network of technology, allowing for abundant food production. Archives and libraries are important cultural centres, where visitors can make sense of the past and innovate for the future - something Olsen aptly demonstrated with the launch of the International Library of Fashion Research in 2020.


British rapper Kam-BU’s imagined future world is a ‘modern metropolis.’ This world sees the city as a centre for innovation, where education is revolutionised to include mandatory outdoor learning. Energy from wind, sun and rain is harvested to power the city entirely, which is rich with wildlife and green spaces as people learn how to live in complete harmony with nature, even in densely populated areas.

Dominique Drakeford

American sustainability expert, Dominique Drakeford, imagined her world as a ‘bountiful forest’. In her world, which she believed was deep in the heart of the jungle, humans live in small groups in complete harmony with their surroundings — it’s a riot of colour, vibrancy, joy and creativity. Waste becomes a treasure, transformed and renewed into creative hubs. Community is the heartbeat of this world — singing, telling stories, creating together and sharing experiences.

Explore the Gucci Off The Grid collection on FARFETCH here.



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