GUCCI goes green with eco-friendly packaging

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Ever thought a luxury brand could be creative and environmentally friendly? Gucci has taken a step in the direction with the launch of its worldwide eco-friendly programme to reduce dependence on materials and use 100% recyclable paper in packaging.
The initiative will be introduced in all of its 284 directly operated stores around the world from June. The new packaging concept not only represents an important action towards environmental responsibility, but also reinforces Gucci’s heritage as the company approaches its 90th anniversary in 2011. It is within this dual context that Gucci’s new packaging has been conceived by Gucci creative director, Frida Giannini pairing past with present and luxury with responsibility.
“This project proves that you sacrifice nothing creatively when working with environmentally friendly materials. The new packaging evokes perfectly the combination of Gucci’s values and the traditions for which it has become renowned since Guccio Gucci founded the company in Florence nearly 90 years ago. I believe we have a collective responsibility towards future generations to minimise our impact on the environment,” said Giannini.
Employing a sophisticated beater-dyed paper in chocolate brown, the new shopping bags and gift boxes feature a de-bossed GG logo, which was first used in the 1960s and emulates the present day iconic Guccissima leather. The surface of the packaging has a subtle luminosity and underscores the experience of luxury as well as the warm tones of Giannini’s Gucci retail store concept.