Gucci’s Partnership With The RealReal

The new partnership between Gucci and The RealReal (TRR) sets that for every item sold, a tree is planted through One Tree Planted, a nonprofit organisation dedicated to global reforestation. The Gucci x TRR shop will have a constant rotation of gently used items, which are going to be delivered by the brand itself, as well as by customers who will be able to resell. With this partnership, Gucci and TRR aim to continue committing to more sustainable business models. Julie Wainwright, CEO of TRR, states that, "together we're shining a global spotlight on resale that we hope will encourage all consumers to support the circular economy and join us in reducing fashion's carbon footprint."

The context of the global pandemic has encouraged shoppers to purchase more online. In fact, online shopping really took off during the course of the last year. As a response to the high demand, more and more luxury brands started to jump on the same wagon contributing to the resale market, which is expected to grow to $64 billion by 2025. Being part of the Kering Group, Gucci is constantly encouraged to deal with issues about sustainability since the luxury conglomerate has been tracking and analysing its brands’ environmental impact for years. The commitment to sustainable projects has manifested in banning the use of fur since 2018; the launching of ‘Gucci Off the Grid’, a circular collection made of recycled materials; the 'Scrap-Less' programme, aimed at reducing the usage of leather; 'Gucci Equilibrium', an online platform tracking Gucci's environmental actions; among other projects led by the fashion giant.