Italian fashion giant Gucci has teamed with a roster of female celebrities to launch a new global campaign, Chime For Change, aiming to empower women across the globe. Beyoncé Knowles, Salma Hayek and Frida Giannini, Gucci’s creative director, have become the ambassadors of the new initiative, announced at the TEDxWomen luncheon yesterday, February 28. The effort is designed to inspire girls and women in different parts of the world to be bold, strong and enthusiastic about claiming their right for a better life.
The Chime For Change initiative will share “powerful stories” about inspiring females and will also help raise funds to support female empowerment project across the globe. Education, health and justice are believed to be the three major channels of these much-wanted changes, so the new effort will be focusing primarily on them. Details on the initiative are due to arrive on March 12, so far the webpage features only the statement and non-clickable photos of the three ambassadors. Chime For Change also has a Facebook page, which is already liked by over 1,500 users and counting.
The mission of the initiative—“Education. Health. Justice. For every girl. Every woman. Everywhere.”—is voiced in an introductory spot, narrated by Salma Hayek with Beyoncé’s new music as a soundtrack. The campaign has been also joined by Julia Roberts, Meryl Streep, Jada Pinkett Smith, Francois-Henri Pinault, Gordon and Sarah Brown, and Arianna Huffington as experts and global women empowerment activists. The fashion label Gucci, which is behind the initiative, has been engaged in the women rights movement for years—in 2005, the brand partnered with UNICEF to foster girls’ education in deprived communities, and it has also founded two female film awards at the Tribeca Film Festival and the Venice Film Festival.
“This is the emergency and the opportunity of today. We have reached a significant moment in the history of girls’ and women’s empowerment and now is the time for change. I think it is essential for girls and women to see and celebrate what is possible. I hope that through Chime we can help the voices calling for change to become so loud that they cannot be ignored,” commented Giannini.