A Pledge Mark to Protect Children

In 2008, Gucci launched the "White Tattoo Heart Collection" and an innovative advertising campaign to promote it. This initiative is part of Gucci's unique, first-ever global partnership with UNICEF (United Nations Children's Fund). The groundbreaking global advertising campaign, supporting the annual partnership program "Gucci Campaign to Benefit UNICEF" now in its fourth year, features Grammy Award-winning artist Rihanna as its spokesperson. The campaign will run from November 2008 to January 2009, showcasing key items from the "White Tattoo Heart Collection," specially designed to benefit UNICEF.

From left: Boston S ¥81,900, Boston M ¥90,300

Following the highly successful charity event held in New York on February 6, 2008, which raised a total of US$2.7 million for UNICEF, this large-scale campaign signifies Gucci's ongoing commitment to supporting UNICEF's humanitarian efforts. To date, Gucci's contributions to UNICEF through this campaign have exceeded a total of US$5 million. Rihanna's participation in the Gucci advertising campaign stemmed from her performance as a guest artist at the aforementioned charity event on February 6th. This also aligns with Rihanna's personal commitment to continuing her philanthropic work aimed at improving the lives of children worldwide.


Frida Giannini, who became Gucci's Creative Director in 2005, designs a special collection each year to support UNICEF's various programs that aid disadvantaged children in sub-Saharan Africa. Gucci has traditionally chosen the Christmas and New Year holiday season, a period of heightened charitable activity, for its UNICEF fundraising efforts. This year's campaign features a special white version of Gucci's new "Tattoo Heart Collection."

Featuring a heart tattoo motif, complemented by Gucci's iconic "Horsebit" and "Web" symbols, the "White Tattoo Heart Collection" for the UNICEF campaign is unified by a pristine snow-white aesthetic. For the first time in the annual UNICEF fundraising collection, the range has been expanded to include items from classic to new handbags, utilizing a variety of materials. The "White Tattoo Heart Collection" embodies the tradition of luxury products crafted in Italy, while maintaining a modern design.

From left: Coin case (☆) ¥30,450, Coin case (♡) ¥34,650, Wallet ¥52,500

The concept of the heart and tattoo symbolizes a profound connection, serving as an eternal mark of each customer's charitable act. Frida Giannini states, "I love the idea of a heart tattoo on the surface of a handbag. It's a permanent symbol that can be worn with pride and cherished forever. I believe it beautifully represents what Gucci is working towards with this program. It's not a one-off initiative, but rather a continuous effort to achieve remarkable support, which is only possible with UNICEF. It's also a wonderful opportunity to contribute to society."

This year, from November 19, 2008, to January 31, 2009, Gucci will donate 25% of the proceeds from the "White Tattoo Heart Collection," available in Gucci shops in over 20 countries, to UNICEF's support programs. The campaign period has been extended by one month compared to previous years, aiming to increase support for UNICEF. For more information on the Gucci UNICEF initiative, please visit the Gucci website (gucci.com/unicef).

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