More news from the Italian fashion house, in the form of Gucci’s latest campaign for UNICEF. It is the fourth year that the luxury goods giant has committed to the cause, described as the most extensive philanthropic partnership in the company’s history. UNICEF is a huge and wide-reaching charitable effort whose programs benefit children affected by HIV/AIDS in sub-Saharan Africa, through providing healthcare, protection, clean water and education. Since 2005 creative director Frida Giannini has designed an exclusive annual collection which is marketed in the holiday season, making the accessories both luxurious and charitable gifts.
As is seen in Vogue’s December issue, the range is modelled by pop princess Rihanna, who was chosen for the campaign after performing at a UNICEF benefit, showing the cause to be close to her own heart. No doubt her own popularity and influence will boost sales of this collection, which features the tattoo heart motif on a white version of the Hysteria bag. The design cleverly incorporates the traditional Gucci elements of the horsebit and web, whilst the heart, according to Giannini, is “a permanent mark that you can wear with pride that stays with you”.
The collection will be available in Gucci stores across 20 countries, from November 19 through to January 31, with 25% of each sale supporting UNICEF programs. Register now at gucci.com/unicef for reminders and updates.