Gucci has unveiled a new eco-friendly range of handbags that come with a “cow passport” detailing the happy free-range life of the animals each bag was made from.
The luxury label has made ethical versions of three of its most famous designs, Jackie, Hobo and Tote.
Though they look just like their regular counterparts, each of the new bags comes with a “precise history” of their origins.
The passport document begins with the cow’s birth on a rainforest-friendly ranch in Brazil. It then details the cow’s life, and follows the processes the animal, and eventually its hide, goes through to become the high-priced handbag.
The initiative has been widely praised by conservation groups and Gucci executive vice president Diana Zanetto says she hopes other luxury labels will follow suit.
“We hope to be a pioneer in something which could be followed also by other brands in the industry,” Zanetto told Women’s Wear Daily.
“We know that consumers are changing. Consumers are not satisfied only with beautiful products — they want to know where the products come from and how they are made.”
It is unclear how much more Gucci will charge for the new range of bags.
