GUCCI celebrates a decade of GUCCI CHIME

Ten years ago, Gucci, together with Beyoncé Knowles-Carter and Salma Hayek Pinault, founded the Gucci CHIME campaign with the aim of promoting gender equality worldwide. To celebrate the campaign's anniversary, Gucci organized the global concert THE SOUND OF CHANGE: LIVE, which raised 3.9 million dollars and reached 1 billion viewers. Since then, Gucci CHIME has raised 21.5 million dollars, benefiting the lives of 635,000 girls and women in 92 countries through more than 500 projects.

Gucci began the next decade of impact with a series of exciting videos and a renewed commitment to the Gucci CHIME campaign, a global initiative for gender equality. Directed by Oscar-winning filmmaker Sharmeen Obaid-Chinoy, the video series features celebrities such as Annie Lennox, Halle Bailey, Julia Roberts, Idris Elba, Alia Bhatt, Serena Williams, John Legend, and Salma Hayek Pinault, co-founder of Gucci CHIME. The videos capture these personalities' perspectives on the meaning of equality.

https://www.youtube.com/watch?v=Jq35RMMWRYg

The new series of videos directed by Sharmeen Obaid-Chinoy is a way to honor a decade of impact from Gucci CHIME. The videos portray a wide range of artists, activists, and advocates discussing gender equality, sharing personal experiences and their hopes for the future. The Gucci CHIME campaign will continue to support organizations and feminist activists worldwide, focusing on vulnerable groups such as women with disabilities, indigenous people, young feminists, and refugees.

Director Sharmeen Obaid-Chinoy says: "Gucci CHIME's commitment to amplifying voices over the last decade resonates with me and my work. Each film in this new series is an important reminder of why we need to advocate for the voices of those working to create change. I hope this campaign invigorates conversations worldwide so that everyone feels the urgency to contribute to creating a future with more gender equality."

In addition to the videos, Gucci is renewing its commitment to non-governmental organizations and coalitions that promote gender equality. The brand acts as a leader in the private sector for the UN Women’s action pact dedicated to feminist movements and leadership. Gucci CHIME works with partners such as the Global Fund for Women, Equality Now, and UN Women, supporting projects led by marginalized women and girls. The campaign will celebrate its 10th anniversary throughout 2023, continuing to make significant changes in the lives of women and girls around the world.