The Gucci Equilibrium Campaign Strives for Brand Transparency
Ellen Smith — June 12, 2018 — Social Good
References: equilibrium.gucci & psfk
Gucci Equilibrium has just been launched as part of the fashion house's larger sustainability and social impact plan.
According to the brand, this new platform functions around three major pillars: "people, planet and purpose." People, represents the brand's commitment to the implementation of more diversified campaign. In addition to these campaigns, Gucci has been increasing its social consciousness through numerous environmental initiatives, including the banning of furs and partnering with startups through its new Florence-based ArtLab.
According to the brand, Gucci Equilibrium "is a collection of all our values, positive instincts and ambitions. It’s a balance of the aesthetics of the things we produce with the ethics in which we believe. We are driven by our Culture of Purpose."
According to the brand, this new platform functions around three major pillars: "people, planet and purpose." People, represents the brand's commitment to the implementation of more diversified campaign. In addition to these campaigns, Gucci has been increasing its social consciousness through numerous environmental initiatives, including the banning of furs and partnering with startups through its new Florence-based ArtLab.
According to the brand, Gucci Equilibrium "is a collection of all our values, positive instincts and ambitions. It’s a balance of the aesthetics of the things we produce with the ethics in which we believe. We are driven by our Culture of Purpose."
Trend Themes
1. Sustainability in Fashion - Fashion brands are increasingly building sustainability and social impact plans to become more conscious and transparent.
2. Conscious Campaigning - Brands are working to implement more diversified campaigns that emphasize environmental initiatives and positive social impact.
3. Ethical Aesthetics - Fashion brands are focusing on a balance between producing aesthetically pleasing products and representing ethical values through their designs.
Industry Implications
1. Fashion and Apparel - Brands are striving to become more transparent and conscious through implementing sustainable practices and highlighting positive social impact initiatives.
2. Marketing and Advertising - The shift towards conscious campaigning and social responsibility is driving innovation in the way brands approach marketing and advertising their products and values.
3. Environmental Sustainability - Fashion brands are partnering with startups and implementing new technologies to support environmentally sustainable practices throughout the industry.
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