The Italian fashion house Gucci has just debuted its new denim line “crafted from organic cotton and specifically treated for a stained-like, distressed effect.”
Gucci’s eco-friendly campaign to sell worn out looking jeans and overalls with fake grass stains for a whopping $1,200 – $1,400, has however, made the fashion house a laughing stock on social media.
RT reports: What is selling for this price looks like a worn-out gardening outfit from the 80s or 90s. Yet, the luxury fashion brand did not hesitate to point out the “powerful message” behind it.
“This product is made of 100% organic cotton. It is produced through cultivation and manufacturing processes that don’t involve harmful chemicals, pesticides or artificial fertilizers, and incorporates methods that respect biodiversity and ecosystems, improve soil quality, and reduce water consumption,” an advert for the pricy item, posted on the Gucci website, proudly states.
The strange looks of what is expected to be a luxury item was also part of the design. “Gucci explores new takes on the cult fabric, reinterpreting it with different designs and washing techniques that blur the line between vintage and contemporary,” Gucci proclaimed.
Some ordinary consumers, however, appeared to be not particularly amused by such fashion innovation: there was no shortage of sarcastic and critical comments on the topic on social media.
Many people also suggested cheaper alternatives for anyone willing to own clothes looking like the new apparel advertised by Gucci.
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