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Gucci on Monday announced the donation of $500,000 to support the “March for Our Lives” anti-gun violence rally to be held in Washington on March 24 (along with sister marches in about 70 cities around the globe) in the aftermath of the shooting at Marjory Stoneman Douglas High School in Parkland, Florida, that left 17 dead.
“We stand with ‘March for Our Lives’ and the fearless students across the country who demand that their lives and safety become a priority; we have all been directly or indirectly impacted by these senseless tragedies,” the Milan-based fashion house told WWD in an exclusive statement.
“I am truly moved by the courage of these students,” added Gucci creative director Alessandro Michele. “My love is with them and it will be next to them on March 24. I am standing with ‘March for Our Lives’ and the strong young women and men across the United States who are fighting for their generation and those to come.”
Gucci’s donation to “March for Our Lives” matches the $500,000 pledges made by Oprah Winfrey, George and Amal Clooney, Jeffrey and Marilyn Katzenberg, and Steven Spielberg and Kate Capshaw.
In another nod toward social activism, the brand’s pre-fall collection advertising campaign, shot by photographer Glen Luchford and dubbed #GucciDansLesRues (“Gucci in the Streets”), depicts a rally scene that “captures the spirit of the student awakening in Paris May 1968,” according to a post on Gucci’s Instagram page.
Capturing the spirit of the student awakening in Paris May 1968, presenting the new #GucciPreFall18 campaign #GucciDansLesRues. Shot by @_glen_luchford, recalling the documentarist style black-and-white photography that emerged from the protests. Art director: @christophersimmonds Creative director: #AlessandroMichele
A post shared by Gucci (@gucci) on
The fashion house has a history of supporting social causes. In 2013, Gucci helped found Chime for Change, a global campaign to promote women’s rights.
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