The two-time Academy Award-winning filmmaker Sharmeen Obaid-Chinoy has now joined hands with Gucci in ushering into a new decade of support for gender equality with the launch of a poignant video series and a renewed commitment to its Gucci CHIME campaign, stated a press release.
Directed by Obaid-Chinoy, the video series features influential figures such as Annie Lennox, Halle Bailey, Julia Roberts, Idris Elba, Alia Bhatt, Serena Williams, John Legend, and Gucci CHIME co-founder Salma Hayek Pinault. The clips see all of them come together to share their perspectives on equality and contribute to the campaign’s mission.
The Saving Face maker shared the video on her Instagram and wrote about her experience making it. “When we got everyone in their chairs and the cameras started rolling, the conversations always ended with people saying we have to ensure that the world moves towards gender equality! In the fight for a more gender-equal world, who do you chime for?” she asked, in the caption. “I chime for world peace! And the prosperity of this country!” replied actor Nadia Hussain in the comments.
Obaid-Chinoy also stated that the aim of the campaign resonates with her work. “The commitment of Gucci CHIME to amplify voices over the last decade speaks to me and my work. Each film in this new series is an important reminder of why we need to champion the voices of those who are working to create change, “ she stated, in a press release. “I hope this campaign will reinvigorate conversations around the world so that everyone feels the urgency to contribute towards creating a more gender equal future.”
The full list of participants featured in the videos include Aditi Mayer, Bhatt, Amanda Nguyen, Annie Lennox, Ayaka Miyoshi, Ayshka Najib, Bethann Hardison, Cacille Ealy, Chiara Ferragni, Cindi Leive, Daisy Edgar-Jones, Diandra Marizet Esparza, Florence Welch, Bailey, Elba, Jaha Dukureh, Jodie Turner-Smith, Legend, Julia Garner, Roberts, Marco Bizzarri, Maryangel Garcia-Ramos, Mona Sinha, Neda Semnani, Paula Avila-Guillen, Sabrina Elba, Pinault, Samira Nasr, Serena Williams, Sima Bahous, Sinéad Burke, Tanya Compas, Valkyrae, and Vee Kativhu.
The Gucci CHIME campaign was founded ten years ago by Gucci, Beyoncé Knowles-Carter, and Pinault. To commemorate this milestone, Gucci hosted The Sound of Change: Live, a global concert event in London in 2013. The concert, featuring artists like Beyoncé, Florence Welch, John Legend, and Jennifer Lopez, was broadcasted to one billion viewers and raised $3.9 million to support girls and women worldwide.
Over the past decade, Gucci CHIME has raised an impressive $21.5 million, impacting the lives of 635,000 girls and women through more than 500 projects across 92 countries.
Gucci collaborated with Obaid-Chinoy to create 35 videos that continue to amplify the voices advocating for gender equality. These videos, available for streaming on Gucci’s social channels and YouTube account, feature heartfelt anecdotes and personal reflections on participants’ experiences and aspirations. Beyoncé’s song Freedom from her visual album Lemonade accompanies the videos, paying tribute to her enduring role in the campaign and her unwavering commitment to freedom and equality.
Gucci’s dedication to promoting gender equality has been exemplified through its Gucci CHIME campaign. With the new video series directed by Obaid-Chinoy and a renewed commitment, the brand aims to inspire a collective community to unite in the fight for equality.
