Gucci is redefining what responsible sourcing looks like in luxury fashion, running a multi year regenerative agriculture program that reaches deep into the supply chain, from the soil of Uruguayan pastures to the wool that eventually makes its way into the House’s collections. The initiative, developed in partnership with Chargeurs Luxury Fibers under the NATIVA™ Regenerative Agriculture Program, is one of the most comprehensive farm to fashion sustainability programs in the luxury sector today.
The Scale of the Program
Launched in 2022 in Uruguay, the NATIVA™ Regenerative Agriculture Program spans 115,000 hectares of pastures, bringing together 17 farms and more than 170 workers, with a total impact on around 250 people. The program focuses on regenerative land management and full traceability, supporting farmers in transitioning to practices that promote healthier soils, greater biodiversity, and more resilient rural communities. The wool produced through this program is gradually being integrated into Gucci’s collections, creating a direct, traceable link between the land and the finished product.
Empowering Women in Rural Communities
Beyond environmental impact, Gucci has embedded a social dimension into the program through the NATIVA™ Regenerative Agriculture Social Program. What began four years ago with a group of 15 women expanded in 2025 to include 40 participants, all female artisans from the communities surrounding the program’s farms. Designed to help them turn their skills into economic opportunities, the entrepreneurship project strengthens local networks and enhances livelihoods in areas that are directly connected to Gucci’s raw material supply chain. The expansion of the women’s program in 2025 is a meaningful signal that Gucci views social impact and environmental progress as inseparable parts of the same commitment.
A Value Chain Approach to Sustainability
What makes Gucci’s approach distinctive is its focus on reshaping the value chain from the very beginning, at the agricultural origins of natural fibers, rather than addressing sustainability only at the production or retail stage. Across materials including wool, cotton, and silk, the House guides long term collaborations with farmers and partners in Italy and worldwide, supporting transitions toward regenerative practices that go well beyond compliance or certification. The Ellen MacArthur Foundation, which profiled this work as part of its fashion and nature positive impact research, frames this kind of upstream intervention as one of the most impactful levers available to fashion brands seeking to genuinely reduce their environmental footprint. For Gucci, the Uruguay program is not a standalone initiative but part of a broader philosophy that treats the origin of raw materials as the first and most important chapter of the sustainability story.
