Would You Pay $195 for an Organic Cotton Tee? Luxury Brands Go Green to Support Yann Arthus-Bertrand's "Home"
Photo credit: Gucci
Gucci, Alexander McQueen, Sergio Rossi, Bottega Veneta, and Yves Saint Laurent are going green, according to Vanity Fair—well, sorta. Call it a case of "brand synergy;" the Gucci Group fashion houses are presenting their high-end interpretations of sustainable style, if only to promote Yann Arthus-Betrand's epic cinematic outing about the state of the planet, which happens to be sponsored by the brands' parent company, PPR. Home, which expands upon the aerial-photographer-turned-filmaker's groundbreaking "Earth from Above" photo project, will premier on World Environmental Day on June 5—in 14 languages and in over 87 countries—across every conceivable medium simultaneously: movie theaters, television, the Internet, and on DVD, as well as at several public-viewing forums in New York, Paris, London, and Boston, including Stella McCartney's store in West Hollywood.
To mark this ambitious event, the crown jewels of PPR's fashion pantheon will be releasing limited-edition, eco-friendly goods that will benefit GoodPlanet.org, an environmental charity that Arthus-Betrand founded four years ago.
Frida Giannini, Gucci's creative director, flexed his design muscle with a $195 organic cotton T-shirt, branded with both Gucci and Home's logos in front and listing the 54 countries covered by the film on the back. Alexander McQueen has unveiled a $285 organic cotton scarf featuring a dying earth morphed into a skull, while Sergio Rossi will be introducing a stiletto shoe dubbed the "Eco Pump," made from liquid wood and vegetable-tanned leather.
At Bottega Veneta, customers who spend more than $1,500 at the label's Paris, Milan, and New York stores will receive an exclusive tote, and Yves Saint Laurent devotees can expect to see co-branded T-shirts, tanks, and bags in organic cotton.
You can't miss the irony, however; while Home will be freely accessible at little to no cost, its merchandise—if you want to call them that—will only be available to the flushest of pocketbooks.
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