On Monday, Gucci announced the next chapter of their Chime for Change campaign, the label’s initiative co-founded with Beyoncé and Salma Hayek to fight gender inequality and amplify voices supporting girls and women. From a Sundance short film released yesterday to street art, Chime for Change’s new projects are examining gender inequality and fluidity.
The fashion house has collaborated with Italian artist MP5 to create street art of genderless human silhouettes on Gucci art walls in London, Hong Kong, Milan, New York, and Taiwan. MP5’s stark black-and-white figures have been seen on the label’s walls before at Florence’s Gucci Garden.
The latest campaign announcement also debuted six new projects supported by Chime for Change: Equality Now, Global Fund for Women, Ms. Foundation for Women, UN Women, Vital Voices, and Women Deliver.
“Every person is created equal. We all have the power to use our voices to stand up for what we believe in,” creative director Alessandro Michele told WWD. “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.”
Gucci also debuted their short film “The Future is Fluid” at Sundance on Sunday, a movie by Jade Jackman and Irregular Labs that examines gender fluidity through the eyes of Generation Z. The filmmakers traveled around the world to talk to young people ages 15 to 25 about their views on gender and sexuality.
The first issue of Gucci’s new zine, titled “Chime,” was also released for sale at Wooster Bookstore, Gucci Garden, and other select bookstores. A digital version will soon be available on the Chime for Change site.
“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 nonprofit projects to ignite conversation and help empower the next generation of leaders,” Gucci CEO Marco Bizarri told WWD.