Announced today and showcased at Paris Fashion Week for the first time, Gucci, whose celeb fans include Blake Lively, Jessica Biel, Drew Barrymore and Kristen Stewart, is unveiling a brand-new collection of luxury handbags that are sustainable and stylish.
That's right, the Italian fashion house is paving a relatively uncharted path in the luxury goods world, joining forces with Rainforest Alliance Certified ranches to source leather from approved ranches in the Brazilian Amazon for eco chic lovers everywhere.
The leather used in the new Gucci for Green Carpet Challenge Handbag collection is sourced from a group of four ranches in western Brazil that have received high marks for conscientious efforts in protecting wildlife habitats, providing ethical treatment to livestock, promoting the rights and wellbeing of ranch workers, as well as curbing deforestation.
A sneak peek at the line indicates that the same signature Gucci styling is present; while the leather has been dyed a rich shade of cherry red, infused with some earthy woven details, perhaps a nod to the material's South American roots.
"This launch proves that the fashion industry can be a force for good through directly addressing a fundamental environmental issue," said Rossella Ravagli, head of CSR and sustainability for Gucci, in a release.
The line will be offered in select Gucci flagship stores worldwide as well as online in the U.S. and Europe via Gucci.com.
Gucci is making a donation of 50,000 euros (or about $65,000) to the National Wildlife Federation, funding work to promote deforestation-free Brazilian leather.
Would you buy Gucci's new sustainable collection?