Celebrating a decade of impact with a powerful video series directed by Sharmeen Obaid-Chinoy
Ten years ago, Gucci together with co-founders Beyoncé Knowles-Carter and Salma Hayek Pinault, launched CHIME FOR CHANGE, now Gucci CHIME, a global campaign for gender equality. In honor of a decade of enduring impact, the House presents a series of impassioned films, each reflecting on the remarkable strides made in gender equality and reaffirming commitments to move progress forward.
Gucci has partnered with the acclaimed Academy Award-winning filmmaker and longtime CHIME Advisory Board member, Sharmeen Obaid-Chinoy, to bring to life a video series to mark the milestone. A collection of 35 captivating films builds on CHIME’s mission to convene, unite and strengthen the voices speaking out for gender equality:
Raw, impassioned, and emotionally charged, the videos feature a diverse range of artists, activists, organizers, and advocates who share their perspectives on equality. Interspersed with personal anecdotes, these compelling stories inspire hope and ignite change—the series is available on Gucci’s social channels and official YouTube account, and individual videos will be featured on Gucci Equilibrium social media in the coming months, bringing the message of CHIME to a global audience.
“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.”
Rekindling their support for CHIME and its mission, notable figures such as Salma Hayek Pinault, Florence Welch, Julia Roberts, and John Legend—participants from the campaign’s inception—return to amplify the voices calling for change. They are joined by new faces of Gucci, including Idris Elba, Julia Garner, Halle Bailey, Alia Bhatt, Serena Williams, and Jodie Turner-Smith, all lending their influential voices to the cause. CHIME Advisory Board members Tanya Compas and Maryangel García-Ramos, as well as activists Amanda Nguyen, Vee Kativhu, and Jaha Dukureh, symbolize Gucci’s enduring dedication to nurturing the next generation of change-makers.
“This is a journey that we embarked on ten years ago, but the work ahead of us is substantial. Today we recommit ourselves to the next decade of progress and positive change.”
The CHIME campaign is committed to supporting the most vulnerable women and girls around the world, including disabled women and girls, Indigenous women and girls, women and girls in the Global South, young feminists, trans and non-binary people, and refugee women. Gucci’s efforts provide funding to feminist organizations and activists including mutual aid and girl-led projects, upholding feminist funding principles.
Gucci is also harnessing 10th anniversary of CHIME to renew its commitment to NGOs and grassroots organizations working to advance gender equality around the world. One such partnership is with UN Women’s Generation Equality Action Coalitions, through which Gucci serves as the private sector lead on the action coalition dedicated to Feminist Movements & Leadership, a 5-year commitment.
Among CHIME’s partners are the African American Policy Forum, the Center for Human Rights in Iran, Equality Now, Empowered by Vee, Exist Loudly, Formidable Joy, For the Gworls, Global Fund for Women, Intersectional Environmentalist, Italian organizations Associazione Artemisia, BEAWARENOW, Casa Internazionale delle Donne, Cooperativa E.V.A., Fondazione Una Nessuna e Centomila and SvS Donna Aiuta Donna with Cascina Ri-Nascita Project, the Kering Foundation, Mexicanas con Discapacidad, mothers2mothers, Ms. Foundation for Women, Outright International, Rise, Sad Girls Club, Samburu Girls Foundation, UN Women, in support of Generation Equality’s Action Coalition on Feminist Movements and Leadership, as well as locally with UN Women Brazil and UN Women Japan, Women Enabled International, Women for Afghan Women, and Young Feminist Europe.
Looking Back: A History of Gucci CHIME
In 2013, Gucci founded Gucci CHIME to convene, unite, and strengthen the voices speaking out for gender equality. The global campaign aims to inspire participation in a collective community, bringing people together across borders and generations in the fight for equality.
In a resounding call for transformation, Gucci hosted THE SOUND OF CHANGE LIVE on June 1, 2013, at London’s iconic Twickenham Stadium. The historic concert captivated the world, featuring voices such as Beyoncé, Florence Welch, John Legend, Jennifer Lopez, and more. Broadcasting to one billion viewers across continents, the event generated US $39.5 million in funds for girls and women worldwide.
Today, the campaign has raised US $21.5 million to support nearly 500 projects across the globe directly serving 635,000 women and girls. Working with partners including Equality Now, the Global Fund for Women, Ms. Foundation for Women, mothers2mothers, UN Women, and other diverse feminist organizations and movements, Gucci CHIME projects are led by and serve women of color, Indigenous women and girls, young feminists, Disabled women and girls, transgender and gender expansive women, and other groups who have been historically marginalized.
Throughout the past decade, the House has assembled a powerful group of influential leaders who sit on the Gucci CHIME Advisory Board. Discover the full Gucci CHIME Advisory Board here.
