New worlds

Gucci and Farfetch envision what future utopia may look like
By Conor Hudnut | Fashion | 30 March 2021

In Imagined Futures, the new year-long collaboration by Gucci and Farfetch, artists and designers on the forefront of innovation bring us into the future as they see fit. In the first part of the four-part series, Gucci asked American sustainability expert Dominique Drakeford, British Musician Kam-Bu, Novo, South Korean artist Novo and Norwegian editor and publisher Elise by Olsen to describe what their personal utopia looked like – and then asked collage artist Seana Gavin to actualise it.

The result is a captivating multi-media experience that pushes viewers to imagine a future equally rooted in avant-garde style and environmental sustainability. In Kam-Bu’s utopia, we see a modern metropolis that, while futuristic and sleek in design, embraces and emphasizes the importance of untouched nature. In Norwegian publisher Elise by Owen’s utopia, we see a sparse Arctic scene paired with the minimalist design and technology associated with Scandinavian countries.


The Imagined Futures project, on view on the Farfetch website, is accompanied by Gucci’s similarly forward-thinking new collection Off The Grid. The Off The Grid collection presents a holistic approach to minimalism like you’ve never seen it before. Designs are sleek and simple, yet still filled with life and vibrance. The collection subverts the typical colour palette of minimalist fashion – that of greys, navy, and black – in favour of rich pinks, blues, and yellows. Furthermore, the collection’s minimalist approach isn’t just in regard to design, but also production. The collection is made of recycled, regenerated, and sustainably sourced textiles and materials. The campaign for Off The Grid stars the likes of Lil Nas X, Jane Fonda, and King Princess.

Both the Off The Grid collection and the Imagined Futures collaboration launched on Farfetch today, and the collaboration even includes one more forward-thinking approach to e-commerce. Through a collaboration with the tech start-up Zeekit, viewers can use the new Switch Model feature to see the garments as worn by a diverse group of models.

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