As its partnership with UNICEF enters its sixth year, Gucci has introduced the limited edition Mamma bag designed by Creative Director Frida Giannini for Mother’s Day. Sold exclusively at gucci.com, 25% of the retail price from each bag sold will be donated to UNICEF HIV/AIDS programs. Gucci is guaranteeing a minimum donation of US $70,000 that will go towards HIV test kits for expectant mothers, part of UNICEF’s comprehensive programs that aim to eliminate new HIV infections in newborns.
“My inspiration for this special edition bag came from my trip to Malawi with UNICEF in November 2009, when I witnessed first hand the AIDS epidemic that affects entire generations of families. As part of our continued efforts with UNICEF to improve these circumstances, the Mamma bag allows all those who would like to help make a difference in the lives of these families to contribute a gift that will have double meaning on Mother’s Day,” said Frida Giannini, who is also on the Board of Directors of PPR’s Foundation for Women’s Dignity and Rights.
The limited edition Mamma bag is exclusively available at Gucci.com from April 28, 2011 to June 15th, 2011 for 970 dollars. The official news is below:
The global Gucci/UNICEF partnership began in 2005, when the company introduced the first annual Gucci Campaign to Benefit UNICEF. This international campaign is the most extensive philanthropic partnership in Gucci’s history, and supports UNICEF programs for orphans and children affected by HIV/AIDS in Sub-Saharan Africa. Each year, Gucci has intensified the company’s commitment to UNICEF – and to saving and improving children’s lives – by expanding the annual campaign and introducing significant new initiatives to support the partnership. In this highly active six-year period, Gucci has succeeded in committing over $9 million to UNICEF. This significant sum is a testament to the increased scale and scope of the company’s support, and has resulted in Gucci’s current status as one of the largest corporate donors to UNICEF’s “Schools for Africa” campaign. “Schools for Africa” aims to increase access to quality basic education for all children, with a special emphasis on helping the most disadvantaged children living in extreme poverty.
Alex has written for Vanity Fair, Barrons, Bloomberg and Condé Nast Traveler.