Billie Eilish for Horsebit 1955 Demetra Bag in Tyrell Hampton Campaign November 2023 AOC Fashion

Billie Eilish is back at Gucci and let’s applaud that move. Without question Billie is a bridge between the respective visions of the two creative directors — Alessandro Michele and now Sabato De Sarno.

New Gucci seemed not to have figured out that ‘heart’ is not a marketing word, but a living and breathing, emotional feeling. Whatever your opinion, the former talent’s Gucci was long on heart.

Billie absolutely signals ‘heart’ in today’s work-in-progress Gucci renovation. She can do no damage and only help the brand recapture some of the emotion not on display in 2023, marketing word salads aside.

In Praise of Demetra

For Gucci, Billie Eilish has teamed up on a greenish version of their iconic Horsebit 1955 bag. The new version is crafted from Demetra, a 75% plant-based, animal-free material that has been produced in Italy since 2021.

Gucci launched sneakers made of Demetra two years ago. The bags also use recycled ECONYL nylon made from regenerated ghost nets, carpets, and pre-consumer waste. Prada and Burberry were leaders in the development of ECONYL with products coming to market in 2019. Demetra is tanned in accordance with Gucci’s century-old standard practices.