Farfetch has launched a new year-long collaboration with Gucci. Called “Imagined Futures,” Farfetch says the program is a multi-experience initiative rooted in values, sustainability, innovation, community, and client services.
The first part of the ‘Imagined Futures’ collaboration, celebrating the new Gucci “Off The Grid” collection, takes the utopian visions of the future from key thought leaders in fashion, culture, and sustainability and reimagines them as beautiful works of art, created by collage artist Seana Gavin. In this first chapter of the collaboration, Farfetch features American sustainability expert Dominique Drakeford; British musician Kam-BU; South Korean artist Novo; and Norwegian editor and publisher Elise by Olsen.
Novo’s view on the future is as a ‘harmonious village’. His collage is of a small village surrounded by wide, green fields. This utopia is home to people who live harmoniously with nature and its wild fauna. With a style of living that harks back to simpler times, people cultivate the land without polluting the environment so that children can play outdoors and breathe clean air.
Kam-BU’s imagined future world is a ‘modern metropolis’. This world sees the city as a center for innovation, where education is revolutionized to include mandatory outdoor learning. Energy from wind, sun, and rain is harvested to power the city entirely, which is rich with wildlife and green spaces as people learn how to live in complete harmony with nature, even in densely populated areas.
Drakeford imagined her world as a ‘bountiful forest’. In her world, which she believed was deep in the heart of the jungle, humans live in small groups in complete harmony with their surroundings — it’s a riot of color, vibrancy, joy, and creativity. Waste becomes a treasure, transformed and renewed into creative hubs. Community is the heartbeat of this world — singing, telling stories, creating together, and sharing experiences.
And, Elise by Olsen presents a ‘beautiful utility’. Set against the backdrop of an Arctic winter, this world is as sparse as it is beautiful. What appears to be a minimalist environment belies a complex network of technology, allowing for abundant food production. Archives and libraries are important cultural centers, where visitors can make sense of the past and innovate for the future.
The new Gucci Off The Grid collection is now available on Farfetch.