Fair Trade is dedicated to paying producers a living wage and investing in the community they live in. The organization implements strict standards for the companies they collaborate with to ensure that their producers are being treated fairly. Gucci, the Italian luxury brand, has both the prestige and influence to be successful in a collaboration with Fair Trade. Through this collaboration, Gucci x Fair Trade, a nine-piece
collection will be unveiled. Also, upon purchase, the customer will receive a QR code that will allow them exclusive access to the Fair Trade AR feature on Gucci’s official app. The feature will allow them to track their garments throughout the supply chain, learn more about Fair Trade, and how to extend the life cycle of a garment.