In this project, we will develop an IMC (Integrated Marketing Communication) plan to promote the “Gucci Off The Grid” collection, which will highlight the quality and the innovative techniques used in creating sustainable fabrics and yarns. The goal of this project is to increase customer reach and appeal among target customers. We will use quantitative methods to conduct primary research to analyze what kinds of features are important to environmentally responsible customers when shopping for luxury products first. Then we will integrate a multitude of channels to promote the campaign. Social media is the primary communication medium as it is the most effective way to reach Millennials and Gen Z. Secondary media utilized include billboards, print magazines, and events. Also, we will make a budget plan. At last, we will conduct a promotional video for the campaign.