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Gucci champions gender equality with short film

 

Agence France-Presse

 /  Thu, January 31, 2019  /  07:07 am

Gucci has unveiled the latest installment of its ‘Chime for Change' campaign, which supports gender equality.

The luxury Italian fashion house unveiled a short film dubbed ‘The Future Is Fluid' at the Sundance Film Festival earlier this week.

Directed by 24-year-old Jade Jackman and produced by Irregular Labs as a companion to The Irregular Report -- a biannual report on and by Gen Z -- the film features 13 people aged 15 to 25 talking about what the concept of gender means to them. The film's narrators come from all over the world, sharing their experiences about life in Brazil, India, Italy and the US, among other countries.

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Chime for Change was launched by Gucci in 2013 alongside the singer Beyoncé Knowles-Carter and the actress Salma Hayek Pinault, with the aim of convening, uniting and strengthening the voices championing gender equality around the world. 

According to WWD, Gucci has also unveiled the latest installment of its Chime for Change campaign, in tandem with the Italian street artist and muralist MP5. The campaign, titled ‘To Gather Together,' comprises murals in London, Milan, New York, Taiwan and Hong Kong. "We all have the power to use our voices to stand up for what we believe in," Gucci's creative director Alessandro Michele told WWD of the campaign. "When we gather together across generations and communities, we have the opportunity to create real change. The fearlessness of this generation to express themselves gives me hope that a future of freedom and equality is possible."

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