In response to the Blackface controversy that recently plagued Gucci, the fashion powerhouse has announced the launch of the Gucci Changemakers program. This initiative, which has garnered support from renowned couturier Dapper Dan, aims to bring about significant changes within the brand.
Initially, Dapper Dan distanced himself from Gucci due to the negative attention surrounding the controversy. However, after engaging in discussions with the brand’s management, he took to social media to express his enthusiasm for the positive changes now being implemented. Gucci revealed that the Changemakers program, which was initially launched internally last year, consists of three key elements.
Firstly, the company has established the Gucci Changemakers Fund, which allocates a five million dollar budget to support social change through community programs in North America. This effort demonstrates Gucci’s commitment to making a difference in the communities it operates in.
Secondly, Gucci is introducing a global educational support program with a budget of 1.5 million dollars. This program aims to provide financial assistance to individuals aspiring to work in the fashion industry, offering selected students a scholarship worth 20,000 dollars per person for a four-year program.
Lastly, Gucci is inspired by Salesforce’s initiative launched in the early 2000s and is implementing a volunteering program. The brand will fund the equivalent of two to four working days for its 18,000 employees worldwide to engage in volunteer work focused on gender equality, education, the environment, and support for refugees or individuals experiencing homelessness.
To spearhead the Gucci Changemakers program, the brand has appointed a consultative committee of 15 individuals, chaired by brand executives. This committee includes influential personalities like Dapper Dan, musician Will.i.am, and author and activist Michaela Angela Davis.
While these measures are primarily focused on North America, Gucci plans to establish a similar fund for the Asia-Pacific region as well. However, it remains to be seen what actions will be taken in Europe, the decision-making and creative hub of the brand, where the controversial balaclava originated. For now, the measures implemented in Europe are part of a global program announced on February 14, which includes the appointment of an International Director for Diversity and Inclusion, a multicultural design program, the appointment of five designers from different countries at the headquarters, and an internal training program.
With Gucci being a flagship brand of Kering, it is interesting to observe if these initiatives will have an impact on the brand’s 2019 sales figures. Last year, Gucci achieved a record organic growth of 44.6% and contributed over one-third of the group’s global revenue.
To learn more about the Gucci Changemakers program and the brand’s commitment to social change, you can visit their official website. Additionally, you can explore Dapper Dan’s contributions and collaboration with Gucci on his official website.
