Initiatives




Culture

In 2011, the company opened the Gucci Museum (Gucci Museo) inside the 14th-century Palazzo della Mercanzia in Florence to celebrate its 90th anniversary. In 2016, Alessandro Michele curated two additional rooms dedicated to Tom Ford's collections. In January 2018, following a renovation, the Gucci Museum reopened with a new name, the Gucci Garden, and a new restaurant within its walls, the Gucci Osteria, managed by Massimo Bottura. The Gucci Osteria was awarded one Michelin star in November 2019. In February 2020, a second Gucci Osteria opened on the rooftop of the Gucci Rodeo Drive store in Los Angeles.

In April 2017, Gucci financed the restoration of the Boboli Gardens at the Uffizi Gallery in Florence. In June 2019, Gucci financed the restoration of the historic Rupe Tarpea and Belvedere Gardens in Rome.

Social

In 2008, Gucci launched the Gucci Tribeca Documentary Fund, an $80,000 fund to finance movies promoting social change and presented at the Tribeca Film Festival. By 2011, the fund grew to $150,000, including $50,000 for a newly created Women Documentary Award. In 2011, with the Venice Film Festival, Gucci also launched the 'Gucci Award for Women in Cinema' to underline the impact of women in film-making.

From 2005 to 2015, Gucci donated $20 million to UNICEF's Schools for Africa program. Once Chime for Change was created, it became the funding vehicle of the Gucci-UNICEF partnership. Chime for Change was founded in February 2013 by Frida Giannini, Salma Hayek and Beyoncé as a global campaign for the improvement of education, health and justice for women worldwide. In June 2013, Chime for Change organized the Sound of Change Live concert which generated $4 million to fund 200 projects in 70 countries. In December 2013, Gucci inked a partnership with Twitter and Women Who Code to create the women-focused hackathon Chime Hack.

Gucci sells a yellow t-shirt that reads "My Body My Choice" and redistributes its proceeds to Chime for Change. In July 2013, activist Lydia Emily was commissioned to paint a mural on Skid Row, Los Angeles of a woman named Jessica, who is a survivor of human trafficking. In January 2019, Chime for Change launched the murals campaign "To Gather Together" promoting gender equality and designed by the artist MP5. In 2020, Gucci launched an "Unconventional Beauty" ad campaign, including a model with Down syndrome.

During the COVID-19 pandemic, Gucci pledged €2 million to two crowdfunding campaigns, the first to support the Italian Civil Protection Department, and the second for the COVID-19 Solidarity Response Fund.

Environment

In 2015, Gucci launched its own environmental profit and loss initiative. In October 2017, Gucci announced it would ban furs from its stores in 2018. In June 2018, the brand launched 'Equilibrium', its platform to communicate on its social and environmental efforts and progress. In September 2019, Marco Bizzarri announced Gucci's intention to go entirely carbon neutral. In 2020, Gucci joined the UNDP-led Lion's Share Fund to support wildlife conservation.

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