Gucci, luxury industry & sustainable packaging
In June 2010, as I began my professional career in sales & marketing, the iconic brand Gucci made an announcement that would position it as an eco-responsible pioneer in the luxury sector:
Gucci announces the launch of a global green initiative to reduce paper consumption and CO2 emissions.
The main focus of this initiative is newly designed packaging that reduces materials, uses only FSC certified paper and is 100% recyclable.
Let’s keep it true! At that time I didn’t have enough money to buy clothes with the double G, but I was already impressed by its brand image.
This first initiative completely changed my idea of the use of eco-friendly materials in the luxury industry.
Gucci has proven that creativity is not sacrificed when working with environmentally friendly materials.
The new packaging is beautiful and perfectly evokes the combination of Gucci’s values and the traditions for which it has been known since Guccio Gucci founded the company.
December 2020, in the middle of the Covid-19 crisis and the e-commerce boom, I decided to treat myself and become a Gucci customer!
It was the collection in collaboration with The North Face that completely seduced me, a great introduction to the exceptional unboxing experience that the brand offers.
The packaging pieces are bright pink, with The North Face X Gucci logo more visible than ever!
Garment and carrier bags, boxes and pouches have been strategically designed to reduce environmental impact at every stage of creation. All paper and cardboard is sourced from sustainably managed forests and uncoated paper has been used to ensure it is fully recyclable.
The North Face x Gucci collection is consistent with both brands’ commitments to eco-sustainable operations.
In 2021, the new line of sustainable packaging consists of bags and boxes with a decorative green embossed pattern.
All paper and cardboard is sourced from sustainably managed forests. The unique green colour of the paper at the beginning of the production process reduces the use of inks and the uncoated paper is fully recyclable. The shopping bag handles are made of black cloth made from 100% recycled polyester and knotted to avoid the use of glues. The natural coloured dust bags and suitcases are made from a blend of reclaimed cotton and recycled polyester and are finished with the black Gucci logo. The ribbons are made from 100% organic cottonand the hangers are made from recycled polystyrene.
Within 10 years, Gucci has eliminated single-use plastics in its e-commerce and retail packaging, so all remaining plastic components are from recycled sources.
Gucci is the first luxury brand to use sustainable packaging. It has launched new packaging that is 100% recyclable, plastic-free and uses water-based inks.
Today, the entire luxury industry is following the lead of the legendary Italian brand!