Gucci’s commitment to supporting charitable organizations extends beyond their recent announcement of donating a portion of revenue from their new red Signoria pumps. The brand has recognized the importance of aligning their “CHIME” mission for gender equality with concrete actions, aiming to distance themselves from the concept of “Feminism Washing.”
The decision to launch this initiative on November 25th, the International Day for the Elimination of Violence against Women, is no coincidence. This significant date commemorates the tragic assassination of the Mirabal sisters in 1960. Their unwavering advocacy for rights and opposition to the Dominican Republic dictator Rafael Trujillo resulted in their targeted killing simply because they were women and activists.
To raise awareness about the cause, Gucci will donate a percentage of sales and pre-orders of their Rosso Ancora Signoria pumps to a dedicated organization. The choice of the specific color represents the ongoing fight against femicides and violence against women in Italy. Designed by creative director Sabato de Sarno, the shoe model was unveiled during Milan Fashion Week in September.
Casa delle Donne, an institution dedicated to defending women’s rights, is the recipient of this donation. The upcoming inauguration of this institution in Florence will serve as a center where specialized organizations can collaborate and carry out important work in the field.
In addition to their support for Casa delle Donne, Gucci has also announced a larger donation to the Nosotras Onlus association. This association shares a similar mission of promoting and upholding women’s rights.
Through these initiatives, Gucci showcases its commitment to gender equality and contributing to the fight against violence and discrimination. By taking concrete actions and supporting relevant organizations, Gucci ensures that their discourse on egalitarianism is backed by tangible efforts.
Useful links:
1. Casa delle Donne
2. Nosotras Onlus association
