Art Gucci and the new Chime for Change’s chapter
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Gucci and the new Chime for Change’s chapter

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Claudia Fuggetti
Gucci e il nuovo capitolo per Chime for Change | Collater.al

New Gucci‘s chapter for Chime for Change has started, a global campaign founded by the brand in 2013 in favor of women, has been announced. In this case, the brand decided to expand the definition of gender through the creation of a new graphic identity in collaboration with artist MP5. The first adv’s images have already appeared and are characterized by a minimal black and white engravings whose protagonists, with the equal sign on them, aren’t identifiable by gender. Even Gucci’s logo has been modified, going to make powerful the visual in favor of fluid sexuality message.

The Future is Fluid, is the short movie made especially for the occasion by Jade Jackman and Irregular Labs that was screened during Sundance Film Festival in Park City, USA. The film tells and explores the concept of “genre” for the Z generation with a cast from all over the world.

Let’s watch the video below:

[youtube]https://youtu.be/nFUvLNL7E8Q[/youtube]

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Written by Claudia Fuggetti
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