Gucci x Chime for Change
On October 11 was the recurrence of The International Day of the Girl Child. The Florentine fashion house has shown its support by mobilizing itself with the Chime For Change association, fighting against childhood marriages since 2013. For this occasion, Chime for Change launched the #LetGirlsDream campaign, which aimed at raising public awareness on the alarming issue of child marriages, to date, a dramatic experience for about 12 million girls worldwide.
The project was marked by a series of initiatives and meetings, the first of which was the short film Sitara, made in collaboration with the twice Oscar winner director Sharmeen Obaid Chinoy, Vice Studios, and two humanitarian organisations Equality Now and Girls Not Brides. Sitara tells the story of Pari, a little girl who dreams of becoming a pilot. But her desire is repeatedly broken by the heavy oppression of a patriarchal family. The story of Pari aims to encourage parents and teachers to spread a message of solidarity and to encourage their children to pursue their dreams.
Subsequently, an article on Chime Zine, written by activist and writer Adam Eli, was shared. Together with the artistic direction of the artist MP5, the work contains powerful images and incisive words realized through the collaboration of some international activists. Zine is available in English, Portuguese, Chinese, Spanish, Korean and Japanese and can be purchased at the Gucci Garden in Florence, at the Gucci Wooster bookstore in New York and in other selected bookstores around the world.
There was also a digital space on the LetGirlsDream.org site and the possibility to share the hashtag #LetGirlsDream, through which users could share their thoughts, hopes and aspirations, in an attempt to break free from a society that still does not give due value and freedom to girls.
Infant marriages not only deprive children of a peaceful childhood, together with adequate education and therefore economic independence, but also lead to early pregnancies that heavily weigh on general health conditions.
words Ludovica Mucci
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