What: The Italian luxury brand will launch two new initiatives, Gucci Continuum and Gucci Preloved as part of its circularity strategy.

Why it is important: Gucci is experimenting with how to maximize its reach, value, and potential for environmental impact with as it experiments with the deadstock market.

Gucci is making the necessary systemic changes to create a circular economy with its current efforts. In addition to these two new programs, the luxury brand has also expanded its agriculture and cultural heritage programs and launched Gucci Hub last month, with hopes to become a resource for other brands to use.

Gucci Continuum is a platform that will showcase products made from Gucci deadstock materials with designs from a series of creative partners. The program is an opportunity for the brand to empower creativity while also giving deadstock materials a new meaning.

The upcycling market is an unproven marketplace, with various ways to give new life to deadstock materials. Gucci wants to experiment with the upcycling model to become more knowledgeable about different upcycling models and as a result, become more intelligent on how they implement waste reduction into their business model.

The resale program, Gucci Preloved, is an extension of the brand’s partnership with Vestaire Collective. The new initiative is more strategic than its previous resale market endeavors, with the hopes of educating customers and curating their own resale space.

The new programs offer further evidence to customers that the brand is building circularity into its business model. Gucci says that its trying to ensure that the impacts of its individual efforts add up to a bigger unified whole, with its circularity efforts having one coordinated strategy that leads to creating circularity and reducing impact.

Gucci launches new deadstock and resale programs as part of bigger circularity efforts