Who says you can’t look Malibu when you’re living off the grid? Not Jane Fonda. The actress is the de facto figurehead of the new, eco-conscious Gucci collection, which finds the brand touting sustainability.

Sustainability is the word of the day in many up-and-coming fashion houses. These companies know how influential they are, and that it’s time for them to use this iconoclastic potential to suggest that alternatives to established ways of living needn’t be scary or threatening.

In the case of market heavyweight Gucci, the move toward sustainability—even the suggesting of it—is both brand enhancement and act of social imperative. The end result is the ‘Off the Grid’ series of branded items you see below. Note the nifty marketing, which juxtaposes 1960s and early 1970s California hippy tropes against a chilly contemporary urban skyline.

Now where’d I put that first pressing of Blues from Laurel Canyon…