Billie Eilish Co-Signs Gucci’s Vegan Horsebit 1955 Bag

As one of the most high-profile vegans in the world, you won’t catch Billie Eilish running around town with a leather tote bag anytime soon. Already a proven Gucci fan, having worn custom looks to the Grammy’s and LACMA’s Art + Film Gala, her choice in their accessories has long been limited. That is until now.

Proven masters at crafting covetable accessories since the brand was founded over a century ago, Gucci’s factories are pushing the envelope by developing a new cruelty-free material dubbed Demetra. Derived from 75% plant-based substances, the animal-free material was developed by Gucci’s technicians and artisans in 2021 at the Gucci factory in Italy. Now, it’s being used to revamp their signature Horsebit 1955 bag.

With all the qualities of leather, including durability and softness, the innovative material speaks to the brand’s forward-facing approach to design. And who better to be the face of Gucci’s innovation than one of today’s biggest pop pioneers, Billie Eilish? The sonic visionary stars in the brand’s latest campaign showing off the newest rendition of the heritage design, backed by her chart-topping track 'What Was I Made For?'.

The choice to invest in cruelty-free material goes beyond a love of animals, it shows Gucci's commitment to a more sustainable fashion industry. Along with the creation of Demetra, Gucci is committed to a donation to Support+Feed, a nonprofit organisation which combats the climate crisis and food insecurity by working toward an equitable, plant-based food system. Studies have previously shown that cattle production results in roughly '14% of human-induced climate emissions'. While the Horsebit 1955 is the only style currently available in the innovative material, here's hoping Gucci expands their range to include more of their iconic styles.