Gucci launched the “Gucci Chime” initiative ten years ago to promote gender equality worldwide. Now, as we enter the next decade, we are honored to invite a group of celebrities, including Julia Roberts, Halle Bailey, and Ayaka Miyoshi, to share what equality means to them.
As early as ten years ago, Gucci and co-founders Beyoncé Knowles-Carter and Salma Hayek Pinault launched the “Gucci Chime” initiative, and on June 1, 2013, they held the global live concert The Sound Of Change: Live at Twickenham Stadium in London, calling attention to women’s rights and urging the world to make a change. The concert featured stars such as Beyoncé, Florence Welch, John Legend, Jennifer Lopez, and attracted a billion viewers, raising $3.9 million to support women and girls around the world. Over the past ten years, “Gucci Chime” has raised $21.5 million, supporting 185 non-profit partners in 92 countries to implement over 500 projects, impacting the lives of 635,000 women worldwide.
To celebrate the impact of the “Gucci Chime” project over the past decade and to support the opening of the next chapter of the project, Gucci has invited two-time Oscar-winning director Sharmeen Obaid Chinoy to shoot 35 powerful short films. These films feature artists, activists, event planners, and advocates from different fields, including Annie Lennox, Halle Bailey, Julia Roberts, Idris Elba, Alia Bhatt, Serena Williams, John Legend, and Ayaka Miyoshi. These unfiltered films sincerely express the meaning of equality to them.
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“Gucci Chime” co-founder Salma Hayek Pinault said, “Although we founded Chime ten years ago and have made significant progress in improving gender equality, we still need to make more efforts in the future. It is incredible to have the opportunity to meet people from all over the world and witness the impact of this initiative on many people’s lives. I am grateful for so many dedicated individuals joining us and contributing to the change. They have inspired me and filled me with hope for the future. This is an equal rights movement worth fighting for, especially at this moment.”
As for the other co-founder, Beyoncé, she echoed the slogan of racial equality in her avant-garde visual album “Lemonade” with the song “Freedom,” which became the soundtrack for the short film. She paid tribute to this “Gucci Chime” co-founder’s unwavering support for this movement for equality and took the lead in speaking up for freedom and equality for everyone.
