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Vault is an experimental online space showcasing one-of-a-kind vintage pieces alongside the work of burgeoning sustainability-focused Gen Zers. Circular fashion is in, after all.
If, like me, you’ve been keeping an eye on fashion’s efforts to remove itself from the climate change narrative since the industry’s generous contribution to global carbon emissions first came to light, then you’ll know all about conscious consumerism.
Driven primarily by the Gen Z demographic, making purchasing decisions that have a positive social, economic, and environmental impact is all the rage these days and Gucci is well-aware.
For almost a decade, it’s been making significant (not to mention necessary) strides towards meeting the needs of trend-obsessed buyers concerned about our planet’s future.
In 2017, it went fur-free. Two years later, upon signing G7’s fashion pact, Kering’s flagship brand announced it had succeeded in going entirely carbon neutral thanks to the 70% of its factories that were already using solely renewable energy.
Following this, Gucci broke away from fashion’s linear model by launching Off The Grid, a collection of ‘everlasting products’ made from organic, recycled, and bio-based materials.
This was on the back of creative director Alessandro Michele’s bold decision to leave behind the industry’s out-of-date seasonal structure and reduce Gucci’s number of annual shows from five to two.
Now, it’s upped the ante even further with Vault, an experimental online space for emerging talent, primarily the sustainability-focused.
‘For me, shopping isn’t simply about buying things. It is about establishing a connection with them, entering into a relationship. It is precisely this bond that has grown today,’ explains Michele. ‘Vault is the place where wonders will hybridize and come together, giving life to creations – new and old.’
Currently home to an introductory selection of second-hand, upcycled, and reconditioned offerings (in keeping with Michele’s circular ambitions), the virtual concept store – which embodies fashion’s ever-evolving integration with technology and gaming – will constantly change to include the work of up-and-coming Gen Z designers.
Those fortunate enough to be handpicked for the project, under the condition they abide by Kering’s code of conduct on sustainability, ethics and quality, include Ahluwalia, Bianca Saunders, Gui Rosa, Rave Review, and Yueqi Qi (to name a few), all of whom first partnered with the brand for Gucci Fest in 2020.
‘In my mind, I always had the idea to create a place in constant evolution where ‘impossible’ conversations between objects from different origins, creators, and eras could take place,’ Michele told Vogue in an interview on how the resale clothing market is growing at a rate twenty-one times faster than the overall fashion industry.
‘The idea is to expand our love and create something different that is related to my passion for vintage.’
