This study examines how Gucci, a leading sustainable luxury brand, communicates sustainability and circular design messages in its advertising. Building upon previous research, it aims to bridge the gap in understanding how luxury brands visually convey such messages. Using qualitative methods, including multimodal semiotic and discourse analysis, it examines campaign images from the Gucci Off the Grid initiative. Semiotic analysis uncovers visual and textual elements related to sustainability and circular design, while discourse analysis reveals hidden messages embedded within the campaign. The findings show Gucci's strategic use of emotional connections, environmental attributes, nature imagery, and various discourses to positively associate its luxury fashion with sustainability. The study enriches our understanding of how luxury brands integrate luxury with responsibility and sustainability through green marketing, shedding light on an evolving landscape where they can coexist.