Gucci promotes empowerment

Singer Beyoncé Knowles, actress Salma Hayek and Gucci creative director, Frida Giannini, have launched a new Gucci global campaign for female empowerment, Chime For Change. The initiative aims to raise funds and awareness in support of projects for girls and women around the world, through sharing "powerful stories" about inspiring females. "I have always felt strongly about equal opportunity for women. Girls have to be taught from early on that they are strong and capable of being anything they want to be," said Knowles. "It's up to us to change the statistics for women around the world. I'm honoured to be in the company of women who live fearlessly and set an example for the next generation of young ladies." The campaign will be officially announced at the TEDxWomen luncheon by Salma Hayek, who will present a short film detailing the aims of the scheme - narrated by the actress, and set to new music by Knowles. The video is the first in a series of ten Chime For Change short films featuring inspirational women's stories. "I am proud to be joining the growing international movement on behalf of girls and women around the world," said Hayek. "I believe that by working together we can change the course of history to ensure that girls and women are empowered to realise their potential and thrive." The Chime for Change campaign is also joined by an advisory board of experts and global advocates - including Julia Roberts, Meryl Streep, Jada Pinkett Smith, Francois-Henri Pinault, Gordon and Sarah Brown and Arianna Huffington. Gucci has a history of supporting women's rights movements - including a seven-year partnership with UNICEF in support of girls' education - as well as founding two female film awards; the Spotlighting Women Documentary Award and the Gucci Award for Women in Cinema with the Venice Film Festival. "This is the emergency and the opportunity of today," said Giannini. "We have reached a significant moment in the history of girls' and women's empowerment and now is the time for change. I think it is essential for girls and women to see and celebrate what is possible. I hope that through Chime we can help the voices calling for change to become so loud that they cannot be ignored."