Halle Bailey, Annie Lennox and Serena Williams celebrate 10 years of Gucci CHIME, and their new goals towards gender equality.

Ten years ago on the day, co-founders Salma Hayek Pinault and Beyoncé Knowles-Carter founded the Gucci Chime for Change campaign with a massive celebration in London at Twickenham Stadium, bringing forward a united and strong message towards gender equality and women’s rights. Now, a decade later, Gucci CHIME has raised over $21.5 million, bringing impact to over 630,000 women across the world, providing access, support and opportunities for their biggest needs.

Today marks a new chapter for the project, as Gucci unveils a 35-video-strong series with the newest roster of fresh and returning bright CHIME ambassadors in the face Halle Bailey, Idris Elba, Julia Garner, Alia Bhatt, Serena Williams, Annie Lennox and John Legend, all joining co-founder Salma Hayek Pinault in taking the conversation further in series of videos shot by Academy Award-winning filmmaker Sharmeen Obaid Chinoy. Talking about their personal stories of facing gender inequality and anecdotes that have struck a chord in them, the ambassadors also aim to show what they want to see from the future, and how we can all grow further and further towards an equal society, where everyone is given the same chance of success.

Reflecting on the past ten years of change, Salma Hayek Pinault is ready to continue the fearless battle of change for every individual, ushering a new dawn for the organisation, more fearless than ever. “While there have been some great advances in gender equality since we founded Chime 10 years ago, there is still a lot of work to be done. It has been incredible for me to have the opportunity to meet people around the world and see firsthand the impact the campaign has had on so many lives. I’m overwhelmed and inspired by how many people want to participate in the change, and I feel very hopeful for the future. It’s really a fight worth having, now, more than ever.”

Coming together with Gucci’s CEO Marco Bizzarri, he is determined to continue bringing forward the pillars of commitment that are integral to CHIME’s work. “As we celebrate the 10th anniversary of Gucci CHIME, we reflect on the profound impact and influence the campaign has had on so many lives, through the tireless work and commitment of people around the world who fight for change every day. This is a journey that we embarked on ten years ago, but the work ahead of us is substantial. Today we recommit ourselves to the next decade of progress and positive change.”

Celebrating the milestone of extending their reach further than before, Gucci CHIME also has committed to renewing their most valuable partnerships with NGOs across the world that help and support women across the world with resources such as accessing medical care, professional opportunities, offering housing, food and education across their communities, with additional care towards disabled women and girls, Indigenous women and girls, women and girls in the Global South, young feminists, trans and non-binary people, and refugee women.