Ahead of the International Day for the Elimination of Violence against Women, Gucci has launched a unique initiative that goes beyond the runways and extends to the defense of women’s rights. The luxury fashion house announced that the sales of its new Rosso Ancora Signoria pumps will contribute to supporting Casa delle Donne, a women’s rights advocacy organization located in Florence, Italy.

Gucci has decided to mobilize its community and raise awareness about the crucial issue of gender-based violence by donating the proceeds from the sales and pre-orders of the pumps to Casa delle Donne. This organization, set to open soon in Florence, will serve as a collaborative space where various women’s rights organizations will come together to share their expertise and create meaningful initiatives for the women of the city. The Rosso Ancora Signoria ankle-strap pumps, first introduced during the debut of Sabato De Sarno’s collection in September 2023, become a tangible symbol of Gucci’s commitment to the fight against gender-based violence. Characterized by the logo chain, the glossiness of patent leather, and the bold pointed silhouette, these accessories embody beauty, strength, and freedom. In Italy, red shoes have taken on a symbolic meaning in the fight against femicide and violence against women, and Gucci consciously chose this color to convey a strong and impactful message. Red shoes adorn Italian squares, symbolizing silent protest marches and contributing to raising awareness about a persistent and urgent issue.

Gucci’s initiative is further amplified by its alignment with the sixth edition of the Florentine festival, L’Eredità delle Donne, taking place from November 24 to 26. Gucci has supported this event since its inception, solidifying its commitment to women’s empowerment. The luxury fashion house doesn’t stop at a statement of intent but actively engages through financial support to Nosotras Onlus, an organization playing a crucial role in supporting fundraising efforts for the development of Casa delle Donne.

This initiative is part of Gucci’s broader mission to defend women’s rights globally, in line with the Gucci CHIME campaign, aiming to unite voices advocating for gender equality. The Maison collaborates closely with local organizations such as Associazione Artemisia and Beawarenow in Florence, Casa Internazionale delle Donne in Rome, SvS Donna Aiuta Donna with the Cascina Ri-Nascita project in Milan, and Cooperativa Eva in Naples, to promote programs against gender violence and provide support to survivors.

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