28 July, 2021
Gucci is getting into material innovation. The Italian mega brand said on Thursday that it had developed a new alternative to leather. The material, named Demetra in reference to the Greek goddess of agriculture and harvest, is vegan and largely made up of plant-based materials. It’s the latest sign that new and innovative materials are emerging as one of fashion’s most popular trends, as brands seek to cater to younger consumers by marketing eco innovation and ethical credentials.