Gucci announces the latest move in its Chime for Change campaign, supporting six organizations around the world to fight the gender inequality.
CHIME FOR CHANGE is a social campaign launched in 2013 by Gucci in collaboration with Beyoncé Knowles-Carter and Salma Hayek Pinault and the help of partners such as Hearst Magazines, Facebook, the Kering Foundation and the Bill & Melinda Gates Foundation.
This time, the creative director of Gucci, Alessandro Michele writes a new chapter in the history of social battles and, with the support of six organizations such as Equality Now, Global Fund for Women, Ms. Foundation for Women, UN Women, Vital Voices and Women Deliver, works side by side with the Italian street artist MP5 to support the gender equality.
The new campaign, “To Gather Together” is not a simple game of the words “gather” and “together”, but it is a real challenge especially for new generations and, therefore, for all of us.
To fully express the theme in question, the artist has created murals following his audacious and monochromatic style, in which human figures appear not identifiable by gender or other, one close to the others joined by the symbol of the equal “=” .
His works, already viral on social media, are in places like London, Hong Kong, New York, Milan and Taiwan.
The ArtWall, are not the only means used by Gucci for the CHIME FOR CHANGE project, in fact, the brand this time has opted for a real guerrilla marketing also acting on both the print media and multimedia.
So this is how we see the birth of the first edition of CHIME zine, curated by Adam Eli, which includes contributions by activists, artists and writers from all over the world, and a short film by Jade Jackman and Irregular Labs entitled “The Future is Fluid”, a film about Generation Z who shares his thoughts on the definition of gender, screened at the Sundance Film Festival.
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