Billie Eilish redesigns Gucci's 1955 Horsebit bag in Demetra fabric

Gucci presents an innovative version of its classic 1955 Horsebit bag, reinterpreted in an asymmetrical aesthetic and made from Demetra fabric, an innovative non-animal material that combines quality, softness and durability. And it does so in collaboration with music star Billie Eilish.

The new Horsebit 1955 becomes the first Gucci bag to be made in Demetra, a fact that reflects the House’s avant-garde approach and its support for the transformation of traditional tanning processes towards a more ethical future for the fashion industry. Made from 75% plant-based raw materials and free of animal-based raw materials, Demetra is the culmination of two years of research and development by the House, and has been in production at one of Gucci’s factories in Italy since 2021.

To celebrate this collaboration, a new campaign of images and videos has been created with Billie’s authentic, unfiltered voice as a distinctive element. The videos are a series of cinematic clips that weave together to form an improvised film that could well be an album of Billie’s life to the tune of her song “What Was I Made For?

As a commitment to bold progress, the new Horsebit 1955 is aligned with the House’s goal of integrating circular production into its collections and its pro-human and pro-planet strategies. In order to further expand its commitments, the House has also made a significant donation to Support+Feed, an intersectional non-profit organisation founded in 2020 by Maggie Baird and dedicated to combating the climate crisis.