GUCCI開設二手交易網站，能幫地球省下1000萬公升的水資源

本月，Gucci宣布與美國二手奢侈品電商The RealReal合作，共同推廣永續時尚，正式成為首個進軍二手市場的精品品牌。這樣的做法難道不會打壓品牌自身的價值嗎？事實上，Gucci是The RealReal連續三年交易熱絡度的冠軍品牌，以此網站目前擁有超過1,700萬用戶，且二手轉售市場的總額，預計於2025年會從今年的280億美元，爆衝至640億美元。Gucci的這個舉動，其實非常聰明！

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We're excited to announce @TheRealReal has joined forces with @Gucci in a partnership that promotes circularity for luxury fashion. Consign or shop #Gucci at #TheRealReal and a donation will be made to @OneTreePlanted to support global reforestation. Join us to extend the life cycle of luxury and create positive change for the planet. Explore the curated TRR x Gucci edit and learn more at the #linkinbio.⁠ -⁠ #TRRxGucci @gucciequilibrium⁠ Featuring: @latonyayvette, @lucafersko, @zippyseven, @quillemons⁠ Director: @clarazara⁠ Stylist: @iancogneato

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有別其他品牌鼓吹消費者追隨潮流，不斷購買新商品，Gucci反其道而行，呼籲消費者購買二手包包或是古著。在The RealReal平台上，每收購或賣出一件Gucci的商品，The RealReal和Gucci就會透過非營利組織One Tree Planted於亞馬遜雨林或加州森林中種下一棵樹，而這項計畫的目標就是希望藉由購買二手商品減少碳足跡並達成循環經濟。The RealReal表示，與製作一件全新的商品相比，目前在平台上販售的Gucci二手商品，已幫助地球減去230公噸的碳排放以及超過1000萬公升的用水量。

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There’s still time to embrace the bags of summer.⁠ -⁠ Discover styles from #Gucci and more now at the #linkinbio⁠ -⁠ Photographer: @teget⁠ Stylist: @thistlebrown

therealreal（@therealreal）分享的貼文 於 PDT 2020 年 8月 月 23 日 上午 9:02 張貼

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Organizing our beauty essentials is extra satisfying when you have a #Gucci makeup case. – What’s your quarantine skincare routine looking like? – Photographer: @chloehorseman

therealreal（@therealreal）分享的貼文 於 PDT 2020 年 4月 月 21 日 上午 6:01 張貼

事實上，Gucci在永續發展領域早已不是生手，例如，今年五月Gucci創意總監Alessandro Michele拋出了「退出時裝週」的震撼彈，原因是認為一年五次的時裝週行程太過緊繃，緊繃到讓設計成為了每年按時上交的「作業」，反而成為了另一種時尚浪費。隨後，於六月份推出了首個可持續系列「OFF THE GRID」，全系列產品皆由再生、有機與生物基材料製作。

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We couldn't agree more, Alessandro.

therealreal（@therealreal）分享的貼文 於 PST 2020 年 2月 月 23 日 上午 6:01 張貼

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@janefonda leads the cast of the campaign for the first Gucci sustainable line which also includes David Mayer de Rothschild @thelostexplorer, @lilnasx, @kingprincess69 and @miyavi_ishihara. They each wear pieces from the #GucciOffTheGrid collection, standing and sitting in a treehouse in the city, ready to—as the line’s label suggests—open the door to a new beginning. Gucci Off The Grid is created using recycled, organic, bio-based and sustainably sourced materials, including ECONYL®, made from regenerated Nylon coupled with solvent-free recycled polyester as well as leftovers from Gucci’s manufacturing processes. #AlessandroMichele @alessandro_michele Music: "I Can See Clearly Now" (J. Nash) © 1972 Nashco Music Inc / Ashco Music Inc / CP Masters BV Courtesy of Warner Chappell Music Italiana Srl (P) 1972 Sony Music Entertainment UK Limited Courtesy of Sony Music Italy S.p.A

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除了實體的永續舉動，Gucci在虛擬平台上也做足了準備，2018年推出「Gucci Equilibrium古馳平衡計畫」線上平台，關注地球生態與環境發展；2020年則推出全新Instagram帳號「GucciEquilibrium」，將世界各地關注地球永續的人士串聯起來，讓環保精神持續發酵。

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Conveying a sense of hope and optimism #GucciChangemakers scholarship recipient Celeste Nicole @celeste_n_ speaks to the idea of climate change and environmentalism as it relates to the community around us. In a quest to raise awareness during this crucial time in US history, Gucci Changemakers North America has partnered with @whenweallvote to enact real change by encouraging and informing citizens of all social and economic backgrounds to register and vote for the upcoming election. A vehicle of self-expression, voting takes place among a mere 43 percent of all eligible US voters. Join us in our effort to energize young voters and make a difference. #GucciEquilibrium @gucci Read more and register to vote at link in bio. #NationalVoterRegistrationDay

A post shared by GUCCI EQUILIBRIUM (@gucciequilibrium) on Sep 24, 2020 at 1:05am PDT