When it comes to playful innovation, Gucci is usually at the top of its high fashion game. After recently launching a sustainable collection titled “Off the Grid,” the Italian fashion house is taking eco-conscious fashion to the next level with its latest #AccidentalInfluencer initiative, supporting new styles of Gucci’s Tennis 1977 sneaker line.

Shot by Max Siedentopf, #AccidentalInfluencer shows subjects photographed at home while accidentally matching with the furniture and household objects around them. This humorous take on imitation drives ordinary items (and even pets!) into a bizarrely memorable light, showing just how pleasing a “coincidental” match can be when paired with Gucci’s iconic sneaker design.

“The result is an array of hypnotic and haunting scenes, where individuals seem to suggest improbable visual coincidences between their looks and settings,” Gucci said.

The first version of the #AccidentalInfluencer initiative – released back in February – centered on people accidentally matching outfits with others in a similar setting. But with social distancing and a stay-at-home mentality dominating everyday life, the new initiative subtly adapts to the current climate in a lighthearted way.

Last week, Gucci launched its first environmentally conscious collection titled Off the Grid, comprised of sneakers, bags, accessories, and ready-to-wear that are made from recycled, organic, or sustainably sourced materials. Lead by Gucci’s creative director Alessandro Michele, the 37-piece collection is Alessandro’s latest attempt at sustainable practices at taking on more sustainable practices within the fashion industry.

Some of the environmentally-conscious practices in this collection include the Tennis 1977 sneakers composed of animal-free materials and the classic “GG” logo made from 100% regenerated polyamide. All items are also shipped in an FSC-certified recycled cardboard box and a recycled nylon dust bag.