MILAN — Gucci is taking its commitment to UNICEF to the next level.
This story first appeared in the July 25, 2012 issue of WWD. Subscribe Today.
The Italian luxury company has embraced the humanitarian association’s new Schools for Asia initiative, which is aimed at increasing access to quality basic education for children across Asia and the Pacific.
“We are grateful to Gucci for pledging resources for UNICEF’s Schools for Asia initiative that will help to provide crucial improvements in primary education for the most vulnerable children in China,” said Leila Pakkala, director of UNICEF’s Private Fundraising and Partnerships Division. “The new initiative will give children — especially girls, orphans and those living in extreme poverty — the chance for a better start in life.”
To celebrate the new philanthropic partnership, Gucci, which started its collaboration with UNICEF in 2005, has introduced the GG Flag Collection, hitting stores this week.
Designed by creative director Frida Giannini, the line consists of light gray cotton jersey T-shirts; handbags, including a duffel with a detachable shoulder strap, a tote and the Boston bag, and wallets, all featuring a new version of the interlocking GG logo in the colors of different national flags.
“As combinations of colors are symbolic in flags, representing ideals, this new collection further signifies Gucci’s continuous commitment to improving the quality of education in the most disadvantaged areas and for the most vulnerable children,” Giannini said. “I am proud to support these important initiatives as an education is a gift forever.”
Twenty-five percent of the retail price of each item in the GG Flag Collection sold around the globe will be donated to UNICEF education programs in both Africa and Asia.
In addition, Gucci will pledge $350,000 in the name of its children’s collection to benefit educational initiatives in the Yunnan and Chongqing regions of China.