BUILDING ON GUCCI’S CULTURE OF PURPOSE, THE NEXT PHASE OF CHIME FOR CHANGE SEEKS TO HARNESS THE POWER OF A NEW GENERATION TO ACCELERATE PROGRESS TOWARDS GENDER EQUALITY
PublicationJan 28, 2019
Gucci launches the next chapter of its CHIME FOR CHANGE campaign with new creative identity, dedicated ArtWalls, non-profit projects and creative collaborations.
Gucci debuted the next chapter of its CHIME FOR CHANGE campaign today under the banner “To Gather Together,” a call for the global community to unite in support of gender equality.
“Every person is created equal. We all have the power to use our voices to stand up for what we believe in. When we gather together across generations and communities, we have the opportunity to create real change. The fearlessness of this generation to express themselves gives me hope that a future of freedom and equality is possible,” said Gucci Creative Director Alessandro Michele.
“With this next chapter of CHIME FOR CHANGE, Gucci is proud to reaffirm our commitment to a more just and equitable world. Achieving gender equality is critical to securing our collective future, and we are dedicated to leveraging our creative power, global employee engagement, and support for non-profit projects to ignite conversation and help empower the next generation of leaders,” said Gucci President and CEO Marco Bizzarri.
Alessandro Michele collaborated with Italian visual artist MP5 to create the new CHIME FOR CHANGE campaign identity that will be revealed on Gucci’s ArtWalls in London, Milan, New York, Taiwan and Hong Kong. The new identity features silhouettes of human figures, unidentifiable by gender or other labels, standing together. Earlier this month, Gucci presented On/Off, a two-part wall painting by MP5 at the Gucci Garden in Florence. MP5’s work is characterized by an incisive black and white style and aimed at a critical and politically engaged vision of reality.
To coincide with this next chapter, CHIME FOR CHANGE is proud to present The Future is Fluid, a short film by Jade Jackman and Irregular Labs, which premiered yesterday at an event during the Sundance Film Festival. The film explores what “gender” means to Gen Z, featuring individuals from Brazil, Canada, India, Italy, Singapore, South Africa, the UAE, the United Kingdom and the United States.
To further amplify and celebrate the community of global voices speaking out for gender equality and self-expression, Gucci this week published the first issue of the CHIME zine, edited by community organizer and writer Adam Eli, featuring contributions from activists, artists and writers around the world. The zine will be available at the Gucci Wooster Bookstore in New York, the Gucci Garden in Florence and select bookstores worldwide. Additionally, in partnership with 1 Granary, the zine will be distributed to universities in Belgium, Finland, France, Israel, Italy, Ukraine, the United Kingdom, and the United States. The new CHIME FOR CHANGE website, chime.gucci.com, will host a digital version of the zine, along with storytelling content curated by CHIME FOR CHANGE Managing Editor Mariane Pearl.
Building on its six-year legacy of funding more than 425 non-profit projects with 156 partners in 89 countries, directly benefiting more than 570,000 girls and women globally and reaching more than 3 million family and community members, CHIME FOR CHANGE is pleased to announce its support of new projects with global partners working to empower the next generation of leaders and realize a more equitable world. As part of a continued strategic partnership with GlobalGiving to crowdsource additional funding from a global audience, the CHIME FOR CHANGE projects will be hosted on GlobalGiving.org/CHIME as follows:
● Equality Now: connecting and mobilizing young women activists to drive progress on human rights in the Middle East and North Africa;
● Global Fund for Women: developing young leaders in Hong Kong, Brazil and Mexico, who are organizing across the pressing issues facing women locally;
● Ms. Foundation for Women: funding innovative approaches to movement-building and activism centered around women and girls of color in the United States;
● UN Women: increasing women’s political participation and representation in Brazil;
● Vital Voices: empowering youth to address gender-based violence in Italy through innovative and interactive programming;
● Women Deliver: connecting outstanding young advocates with the platforms, people and resources to amplify their influence.
Additionally, Gucci is pleased to continue its support for UNICEF as a founding partner of BEYGOOD4BURUNDI, an initiative with CHIME FOR CHANGE Co-Founder Beyoncé Knowles-Carter to bring safe water to the most vulnerable women and children in Burundi, as well as for Artolution, a non-profit organization bringing public arts programming to refugee and vulnerable populations around the world to foster empowerment and social justice through self-expression. Through CHIME FOR CHANGE, Gucci is also expanding its partnership with I was a Sari, a social enterprise to train women from marginalized communities in India to become artisans.
CHIME FOR CHANGE was founded by Gucci in 2013 to convene, unite and strengthen the voices speaking out for gender equality globally, with a focus on Education, Health and Justice. CHIME FOR CHANGE co-Founders Salma Hayek Pinault and Beyoncé Knowles-Carter have led the campaign with its coalition of partner organizations. Founding Partners include the Kering Foundation, Hearst Magazines, Facebook, and the Bill & Melinda Gates Foundation.
To view The Future Is Fluid short film, visit on.gucci.com/FutureIsFluid
To view the first issue of the CHIME zine, visit chime.gucci.com/zine/
“To Gather Together” title courtesy of Daniele Lombardi
CHIME FOR CHANGE is supported by an Advisory Board of corporate, NGO and community leaders including: Hafsat Abiola, Founder, Kudirat Initiative for Democracy; Muna Abusulayman, Arab TV Icon, Philanthropist; Sarah Brown, Chair, Global Business Coalition for Education; Lydia Cacho, Journalist and Human Rights Activist; David Carey, Chairman, Hearst Magazines; Minh Dang, Founder, Survivor Alliance; Juliet De Baubigny, Venture Capitalist; Waris Dirie, Desert Flower Foundation; Hugh Evans, CEO, Global Citizen; Leymah Gbowee, Gbowee Peace Foundation, Nobel Peace Prize recipient (2011); Yasmeen Hassan, Global Executive Director, Equality Now; Hung Huang, Writer, Publisher; Arianna Huffington, Founder and CEO, Thrive Global; Katja Iversen, President and CEO, Women Deliver; Musimbi Kanyoro, President and CEO, Global Fund for Women; Madonna, Artist and Founder, Raising Malawi and Ray of Light Foundation; Alyse Nelson, President and CEO, Vital Voices Global Partnership; Phumzile Mlambo-Ngcuka, UN Under-Secretary-General and Executive Director of UN Women; Sharmeen Obaid Chinoy, Academy Award-winning documentary filmmaker; François-Henri Pinault, Chairman and CEO, Kering; Jada Pinkett Smith, Actor, Advocate and Founder, Don’t Sell Bodies; Julia Roberts, Actor, Activist and Philanthropist; Caryl Stern, President and CEO, US Fund for UNICEF; and Cleo Wade, Artist, poet, and author.
A programme and portal designed to connect people, planet and purpose. Designed for a global audience, it is part of a 10-year process plan to embed a comprehensive sustainability strategy into and around the brand, governed by a Culture of Purpose, Gucci’s mission to bring positive change in order to secure our collective future, visit equilibrium.gucci.com