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Vegan Luxury

Vegan Luxury

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.

Time horizon: Now
Generation: Gen Z
channel: Retail
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Vegan Luxury
Signal title Generation Channel Region Issue Time Horizon Sector

Vegan Luxury

Gen Z Retail - - Now Fashion, Sustainability