CHIME for Change Gucci – To Gather Together – campaign with Italian artist MP5

Dear Shaded Viewers,

In an effort to accelerate progress towards gender equality Gucci has launched the next chapter of its CHIME FOR CHANGE campaign with a new creative identity dedicated ArtWalls, non-profit projects and creative collaborations. “To Gather Together” is a call for the global community to unite to support gender equality.

“Every person is created equal. We all have the power to use our voices to stand up for what we believe in.  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,” said Gucci Creative Director Alessandro Michele.


“With this next chapter of CHIME FOR CHANGE, Gucci is proud to reaffirm our commitment to a more just and equitable world. Achieving gender equality is critical to securing our collective future, and we are dedicated to leveraging our creative power, global employee engagement, and support for non-profit projects to ignite conversation and help empower the next generation of leaders,” said Gucci President and CEO Marco Bizzarri.

I had the great opportunity to meet the Italian artist MP5 at a Gucci dinner last week, she has created the new CHIME FOR CHANGE campaign identity that will be revealed on Gucci’s ArtWalls in London, Milan, New York, Taiwan and Hong Kong. Lucky me to have been seated next to her at the dinner. I was already enchanted and only when I got home did I discover her work. The new identity features silhouettes of human figures, unidentifiable by gender or other labels, standing together. Earlier this moonth Gucci presented On/Off, a two-part wall painting by MP5 at the Gucci Garden in Florence. MP5’s work is characterized by an incisive black and white style and aimed at a critical and politically engaged vision of reality.

The Future is Fluid, a short film by Jade Jackman and Irregular Labs, which premiered yesterday at an event during the Sundance Film Festival. Alas I’ve yet to see it but the film explores what “gender” means to Gen Z, featuring individuals from Brazil, Canada, India, Italy, Singapore, South Africa, the UAE, the United Kingdom and the United States.

CHIME FOR CHANGE projects include:

Equality Now: connecting and mobilizing young women activists to drive progress on human rights in the Middle East and North Africa;

  • Global Fund for Women: developing young leaders in Hong Kong, Brazil and Mexico, who are organizing across the pressing issues facing women locally;
  • Foundation for Women: funding innovative approaches to movement-building and activism centered around women and girls of color in the United States;
  • UN Women: increasing women’s political participation and representation in Brazil;
  • Vital Voices: empowering youth to address gender-based violence in Italy through innovative and interactive programming;
  • Women Deliver: connecting outstanding young advocates with the platforms, people and resources to amplify their influence.

CHIME FOR CHANGE is supported by an Advisory Board of corporate, NGO and community leaders including: Hafsat Abiola, Founder, Kudirat Initiative for Democracy; Muna Abusulayman, Arab TV Icon, Philanthropist; Sarah Brown, Chair, Global Business Coalition for Education; Lydia Cacho, Journalist and Human Rights Activist; David Carey, Chairman, Hearst Magazines; Minh Dang, Founder, Survivor Alliance; Juliet De Baubigny, Venture Capitalist; Waris Dirie, Desert Flower Foundation; Hugh Evans, CEO, Global Citizen; Leymah Gbowee, Gbowee Peace Foundation, Nobel Peace Prize recipient (2011); Yasmeen Hassan, Global Executive Director, Equality Now; Hung Huang, Writer, Publisher; Arianna Huffington, Founder and CEO, Thrive Global; Katja Iversen, President and CEO, Women Deliver; Musimbi Kanyoro, President and CEO, Global Fund for Women; Madonna, Artist and Founder, Raising Malawi and Ray of Light Foundation; Alyse Nelson, President and CEO, Vital Voices Global Partnership; Phumzile Mlambo-Ngcuka, UN Under-Secretary-General and Executive Director of UN Women; Sharmeen Obaid Chinoy, Academy Award-winning documentary filmmaker; François-Henri Pinault, Chairman and CEO, Kering; Jada Pinkett Smith, Actor, Advocate and Founder, Don’t Sell Bodies; Julia Roberts, Actor, Activist and Philanthropist; Caryl Stern, President and CEO, US Fund for UNICEF; and Cleo Wade, Artist, poet, and author.



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Diane Pernet

A LEGENDARY FIGURE IN FASHION and a pioneer of blogging, Diane is a respected journalist, critic, curator and talent-hunter based in Paris. During her prolific career, she designed her own successful brand in New York, costume designer, photographer, and filmmaker.