# Conscious Fashion House Platforms The Gucci Equilibrium Campaign Strives for Brand Transparency By Ell Smith | Published 2018-06-12 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/gucci-equilibrium References: [psfk](https://www.psfk.com/2018/06/gucci-social-impact-equilibrium.html) & [equilibrium.gucci](http://equilibrium.gucci.com/) [Gucci](https://www.trendhunter.com/trends/gucci-off-the-grid-collection) Equilibrium has just been launched as part of the fashion house's larger sustainability and social impact plan. According to the brand, this new platform functions around three major pillars: "people, planet and purpose." People, represents the brand's commitment to the implementation of more [diversified campaign](https://www.trendhunter.com/trends/on-your-own-time). In addition to these campaigns, Gucci has been increasing its social consciousness through numerous [environmental initiatives](https://www.trendhunter.com/trends/forestfriendly-fashion), including the banning of furs and partnering with startups through its new Florence-based ArtLab. According to the brand, Gucci Equilibrium "is a collection of all our values, positive instincts and ambitions. It’s a balance of the aesthetics of the things we produce with the ethics in which we believe. We are driven by our Culture of Purpose." ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 8% | Activity: 9% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Sustainability in Fashion:** Fashion brands are increasingly building sustainability and social impact plans to become more conscious and transparent. - **Conscious Campaigning:** Brands are working to implement more diversified campaigns that emphasize environmental initiatives and positive social impact. - **Ethical Aesthetics:** Fashion brands are focusing on a balance between producing aesthetically pleasing products and representing ethical values through their designs. ### Industries Being Reshaped - **Fashion and Apparel:** Brands are striving to become more transparent and conscious through implementing sustainable practices and highlighting positive social impact initiatives. - **Marketing and Advertising:** The shift towards conscious campaigning and social responsibility is driving innovation in the way brands approach marketing and advertising their products and values. - **Environmental Sustainability:** Fashion brands are partnering with startups and implementing new technologies to support environmentally sustainable practices throughout the industry. ## Related on Trend Hunter - [Eco-Friendly Fashion Luggage Collections](https://www.trendhunter.com/trends/gucci-off-the-grid-collection.md) - [Animal-Free Material Purses](https://www.trendhunter.com/trends/gucci-horsebit-1955-bag.md) - [Authentic Fashion House Campaigns](https://www.trendhunter.com/trends/springsummer-2024.md) - [Ethical Luxury Shopping Platforms](https://www.trendhunter.com/trends/ethical-luxury-shopping-platform.md) - [Bamboo-Focused Luxury Fashion Exhibitions](https://www.trendhunter.com/trends/decoding-an-icon.md) - [Archetypal Fashion Debuts](https://www.trendhunter.com/trends/la-famiglia-collection.md) - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [GenAI Fashion Lenses](https://www.trendhunter.com/trends/sponsored-ai-lens-on-snapchat.md) - [Conscious Retailer eCommerce Initiatives](https://www.trendhunter.com/trends/klarna-conscious-brands-collections.md)