Ten years ago, luxury fashion house Gucci, alongside Beyoncé Knowles-Carter, and Salma Hayek-Pinault, launched the Chime campaign, dedicated to advancing gender equality globally. Since then, Chime has raised over $21 million, launched over 500 projects in 92 countries, and worked alongside 185 non-profit partners.
In celebration of a decade-long push for impact, Gucci has now released a star-studded video series of powerful voices who hope to make significant change in this space.
Set to Beyoncé's feminist-rally call Freedom, the short series was directed by Sharmeen Obaid-Chinoy, the Academy-Award winning director behind the likes of Ms. Marvel. Those interviewed include prominent faces in the entertainment space like Idris Elba, Halle Bailey, Julia Roberts, Jodie Turner-Smith, Daisy Edgar-Jones, Alia Bhatt, and John Legend. Figures in activism and business include Mona Sinha, the Global Executive Director of Equality Now, human rights activist Jaha Dukureh, and Sima Bahous, the Executive Director of UN Women.
Each interviewee speaks about what gender equality means to them, the world, and society. Everything from the wage gap to gender-based violence to education to trans rights is touched upon, with a resounding call-to-action.
"Each film in this new series is an important reminder of why we need to champion the voices of those who are working to create change," says Obaid-Chinoy in a statement. "I hope this campaign will reinvigorate conversations around the world, so that everyone feels the urgency to contribute towards creating a more gender equal future".
Co-founder Hayek-Pinault says, "I’m overwhelmed and inspired by how many people want to participate in the change, and I feel very hopeful for the future."
