Make a permanent mark: Help save children’s lives. Gucci has announced the launch of the white Tatto Heart Collection, together with a landmark advertising campaign – both devoted to the company’s unique global partnership with UNICEF. Award-winning musical artist Rihanna will appear in a unique international advertising campaign to highlight the 4th annual Gucci Campaign to Benefit UNICEF.
The ad campaign will run worldwide in December 2008 and January 2009 publications and will feature key pieces from the Tatto Heart Collection dedicated to UNICEF. Since 2005 Frida Giannini, Gucci’s Creative Director, has designed an exclusive annual collection to support UNICEF’s life-saving programs in sub-Saharan Africa. For this year’s initiative, Giannini has designed a special white version of Gucci’s new Tatto Heart Collection. Featuring a stylized illustrated heart tattoo, which is decorated with the most iconic Gucci symbols – the horse bit and the web – the products dedicated to the UNICEF campaign are distinguished by being all white. For the first time, the annual collection to benefit UNICEF has been expanded to include iconic and new handbag styles and a range of materials. The collection is youthful and modern, while also representing the best of Gucci’s Made-in-Italy luxury craftsmanship tradition.
The concept of the heart and tattoo hold symbolic relevance, serving as an indelible reminder of each customer’s charitable gesture. “I love the idea of a heart being tattooed onto the handbags,” says Frida Giannini. “It’s a permanent mark that you can wear with pride and that stays with you. I think that represents very well what we are doing here. This is not a one-off program, but rather an ongoing commitment to the incredible work that UNICEF is able to achieve. It’s really our chance to give back.”
This year, Gucci will continue to donate 25 percent of sales from the dedicated collection in Gucci stores in over 20 countries, beginning November 19, 2008 through January 31, 2009. This is one month longer than the previous years of the campaign, thereby increasing the fundraising potential and overall contribution to UNICEF. Further information on the Gucci project to benefit UNICEF can be found on the dedicated section of the website: gucci.com/unicef.
The annual Gucci Campaign to Benefit UNICEF consistently supports education, healthcare, protection and clean water programs for orphans and children affected by HIV/AIDS in Sub-Saharan Africa. This year’s campaign will again benefit programs for children in Malawi and Mozambique, where over one million children have been orphaned by the HIV/AIDS pandemic.