May 4, 2009
Gucci Group supports the launch of the film “Home”
May 4, 2009
The film “Home” will be released on the 5th of June and is the result of a collaboration between Yann Arthus-Bertrand, Luc Besson and François-Henri Pinault. As the exclusive global partner, PPR has made a call to the designers of Gucci Group and asked them to come up with original products. The profits from the sale of these items will go to the association run by Yann Arthus-Bertrand: GoodPlanet.
Frida Giannini wearing her creation for Gucci for Home
A veritable media buzz has followed as a result as all of the items will be made in limited edition. All of the top brass of the fashion labels of the global luxury group are participating in this operation: Gucci, Bottega Veneta, Yves Saint Laurent, Balenciaga, Boucheron, Sergio Rossi, Alexander McQueen and also, Stella McCartney.
Frida Giannini for Gucci has imagined a t-shirt made from organic cotton, coloured by vegetable dye and sold in recycled packaging. The Home logo will be emblazoned on it, at the heart of which will be the two Gs of Gucci and the t-shirt will be sold for €140. Stefano Pilati at Yves Saint Laurent has also developed a t-shirt made from organic cotton, whilst Alexander McQueen preferred a scarf that represents the Earth transforming into the head of Death.
Yves Saint Laurent for Home
At Bottega Veneta, Tomas Maier has designed a canvas bag, available for €70. As for shoes, Sergio Rossi has created an eco-friendly shoe called the “Eco Pump” . The eco-stilettos were manufactured from materials that had the least impact on the environment. Surprisingly though, the heel is the result of an injection of liquid wood. Leather for the shoes was sourced from eco-tanneries.
More conceptual, Boucheron has designed an object called the “Magnetic Four”. The object is a cube and consists of many more, smaller cubes of gold endowed with different colours and reliefs. It will be displayed in the window of the Boucheron boutique a the Place Vendôme in Paris.
As for Stella McCartney, whose approach is already closely linked to the protection of the environment (no use of fur or leather in her collections, organic line of cosmetics…), she preferred to put on a screening of “Home” outdoors with a picnic and a hand-picked selection of guests, including eco-minded celebrities such as Maggie Gyllenhaal, Peter Sarsgaard, Laura Dern, Ben Harper, Emily Deschanel, Anjeilca Huston and Salma Hayek.
The majority of the products will be released on the 5th of June, the official release date of “Home”, and will be on sale in the boutiques of each label. “Home” will be the first film to be released on every continent and in all formats: cinema, television, DVD and internet. Eighty seven countries have already signed up to be part of the adventure.
Boucheron for Home
“Home” is aiming to make people understand and take responsibility for what’s at stake for the future of our planet, and hopes to provoke a sense of environmental social responsibility.
“The social and environmental stakes for our planer are staggering and sustainable development is the everybody’s business. It is our duty therefore not only to act, each in their own way, but also to inform and increase awareness in the people around us,” explained François-Henri Pinault, head of PPR. ‘Becoming aware of the emergency facing our planet is essential and key for sustainable development to become a natural habit. The images of the film have this power, this ability.”
“Home” is simply the culmination of ‘The Earth seen from the sky’. A non-lucrative task, all of the film’s profits will be donated to GoodPlanet, the association of Yann Arthus-Bertrand, which helps to protect the environment.
By Jonathan Fulwell (Source: Céline Vautard)
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