According to a press release, Gucci and Sharmeen Obaid-Chinoy have teamed up to help usher in a new decade of support for gender equality through the release of an emotional video series and a reaffirmed commitment to its Gucci CHIME campaign.
Salma Hayek Pinault, who is also the co-founder of Gucci CHIME, is featured in the video series, which was directed by Obaid-Chinoy and features notable celebrities including Annie Lennox, Halle Bailey, Julia Roberts, Idris Elba, Alia Bhatt, Serena Williams, John Legend, and others. In the videos, they are all shown coming together to discuss equality and support the campaign’s goals.
On her Instagram, the creator of Saving Face posted the video and a blog post describing the development process. The conversations would inevitably come to a stop once the cameras started rolling and everyone was seated with the statement that we needed to ensure that the world moved towards gender equality! She asked in the caption, “Who do you chime for in the struggle for a more gender-equal world? “I speak for world peace! And the prosperity of this country!” actress Nadia Hussain added a comment. According to Obaid-Chinoy, the campaign’s goal aligns with the goals of her work. She stated that the ten-year dedication of Gucci CHIME to amplifying voices spoke to her and her work.
Each movie in this new series serves as a crucial reminder of the importance of elevating the voices of individuals who are trying to bring about change, she said in a press release. “I hope that this campaign will reignite global conversation so that everyone feels the need to act quickly to contribute to the creation of a more gender-equal future.” Ten years ago, Beyoncé Knowles-Carter, Gucci, and Pinault launched the CHIME campaign for Gucci. Gucci organized The Sound of Change: Live, an international concert event in 2013 in London to mark this milestone.
Beyoncé, Florence Welch, John Legend, and Jennifer Lopez were among the performers at the concert, which was televised to a billion people and raised $3.9 million for the benefit of women and girls around the world. Gucci CHIME has raised a remarkable $21.5 million over the past ten years, making a difference in the lives of 635,000 girls and women through more than 500 initiatives in 92 different countries. To continue amplifying the voices calling for gender equality, Gucci and Obaid-Chinoy worked together to produce 35 videos. These genuine anecdotes and private comments on participants’ experiences and goals are featured in the videos, which are streamable on Gucci’s social media accounts and YouTube page.
The videos feature the song Freedom by Beyoncé, which is taken from her visual album Lemonade. The song pays homage to Beyoncé’s longtime involvement in the cause and her unrelenting dedication to freedom and equality. Through its Gucci CHIME campaign, Gucci has demonstrated its commitment to advancing gender equality. The brand wants to mobilize a community to fight for equality with the help of the new video series produced by Obaid-Chinoy and a reaffirmed commitment.
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