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Gucci's new female equality campaign

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Global female empowerment has a chic new face - or three to be precise.

Gucci has announced a global fundraising campaign for women and girls who are victims of gender inequality, with a focus on pushing equal access to education, health and justice.

At a time when global news is dominated by violence against women, the luxury Italian brand has brought it in three big-names to front its Chime for Change campaign; Beyonce, Salma Hayek (or Beyonce Knowles-Carter and Salma Hayek Pinault as they're officially known) and Gucci's creative director Frida Giannini.

Beyonce said: "I have always felt strongly about equal opportunity for women. Girls have to be taught from early on that they are strong and capable of being anything they want to be. It’s up to us to change the statistics for women around the world. I’m honoured to be in the company of women who live fearlessly and set an example for the next generation of young ladies."

Hayek, whose husband François-Henri Pinault is the chief executive of Gucci's parent company, added: “I believe that by working together we can change the course of history to ensure that girls and women are empowered to realise their potential and thrive.”

Giannini said: “We have reached a significant moment in the history of girls’ and women’s empowerment and now is the time for change. I think it is essential for girls and women to see and celebrate what is possible. I hope that through Chime we can help the voices calling for change to become so loud that they cannot be ignored.”

Gucci has long supported female equality, including a seven-year relationship with UNICEF in support of girls’ education.

THE SUPREME PRICE

The Supreme Price tells the story of Nigerian democracy activist Hafsat Abiola and was put together by filmmaker Joanna Lipper.

Words: Anna Pollitt. Images: Gucci

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