The GCC Brandmark Launch

Green Carpet Challenge | Gucci

PFW F/W 2013 (ph. Daniele Venturelli)
PFW F/W 2013 (ph. Daniele Venturelli)
PFW F/W 2013 (ph. Daniele Venturelli)
PFW F/W 2013 (ph. Daniele Venturelli)
PFW F/W 2013 (ph. Daniele Venturelli)
PFW F/W 2013 (ph. Daniele Venturelli)
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The GCC Brandmark launches at Paris Fashion Week.

We are very pleased to announce the launch of the new Green Carpet Challenge® (GCC) Brandmark, along with the world’s first Zero Deforestation luxury leather handbag collection.

The bag collection – produced in conjunction with the National Wildlife Federation and Rainforest Alliance – by Gucci for the Green Carpet Challenge, is the first ever leather line to achieve Rainforest Alliance certification, covering environmental and social justice criteria as well as the ethical treatment of cattle.

Each of the bags is stamped with the GCC Brandmark and comes with it’s own Passport, detailing the product’s sustainable credentials and traceability. Hosted by Lucy Siegle, the panel, including Dr Nathalie Walker from the National Wildlife Federation, Mercedes Tallo from the Rainforest Alliance, Franca Sozzani from Vogue Italia, Rossella Ravagli from Gucci and Eco Age’s Livia Firth, discussed the importance of realising such a project.

The life of a cow is very complex, says Livia Firth. “That’s why unravelling this complex supply chain is so difficult but it’s been done! And we’re bringing things that aren’t very fashion like ‘agriculatural certification’ to fashion! We needed to work with a great visionary brand to realise the project and that’s why we partnered with Gucci.” GCC supporter and Vogue Italia Editor in Cheif, Franca Sozzani, says this is an important point in the evolution of sustainable style. ‘Before I began working with Livia and the Green Carpet Challenge to be honest I didn’t think great things about ecological in fashion – what did that mean? Livia is working to alter that perception. This bag moves things on enormously.’

Diana Zanetto from Gucci – “It has been an honour for Gucci to work on this project getting to grips with all areas of the supply chain and addressing deforestation in the leather industry. We hope that this is just the beginning for our company.”

Photo by Venturelli/[Getty Images for Gucci