Gucci Strengthens Its Commitment to Social and Environmental Reform with Two Digital Platforms

Barry Samaha
Photo credit: David M. Benett - Getty Images

From Harper's BAZAAR

Gucci is spreading a message of social responsibility. The Italian luxury label has launched Gucci Equilibrium, an Instagram account that coincides with its recently refreshed website, Equilibrium.gucci.com. Both platforms are intended to highlight the brand’s commitment to environmental advocacy and human rights, owing to the global appeals for reform.

“Gucci is driven by the issues that are fundamentally influencing and creating our collective future,” said Marco Bizzarri, president and CEO of Gucci, in a statement. “It is paramount that we build this future to be more equitable, where injustice and discrimination in all their forms are not allowed to prevail. In light of current events, our unwavering commitment to combat racism and fight for equality is now even stronger.”

It was in 2018 when Gucci debuted the Gucci Equilibrium website as a way to document its goals and activities to consumers and encourage them to actively participate in the dialogue. The brand also created the hashtag #GucciCommunity so as to better stay connected to its audience, which the brand touts as like-minded individuals who actively engage in discourse around topics that relate to the people and the planet, Gucci Equilibrium’s two defining pillars.

“As a company, we will continue to focus on generating positive change for people and for nature across our business,” continued Bizzarri. “We also have a responsibility, as a global brand, to be active partners within the community to incite change and Gucci Equilibrium has the capacity to convene and unite a community of voices to help navigate the way forward.”

So far, Gucci Equilibrium has posted articles on what it is doing to create a space to foster diversity in the fashion industry, which falls under its Gucci Changemakers program; its #StandWithWomen campaign, which combats gender-based violence during the COVID-19 pandemic; and how it is striving to be a sustainable company, offering its strategies on reducing its carbon footprint and use of renewable energy.

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