The dedication and awesomeness of the students at Majory Stoneman Douglas High School are not being overlooked. Gucci is donating $500,000 to the gun-control march planned for Washington next month.
“We stand with March for Our Lives and the fearless students across the country who demand that their lives and safety become a priority,” the Italian fashion house said in a statement released exclusively to WWD. “We have all been directly or indirectly impacted by these senseless tragedies.”
According to The Washington Post, the organizers are expecting over 500,000 attendees.
“I am truly moved by the courage of these students,” Gucci creative director Alessandro Michele told WWD. “My love is with them and it will be next to them on March 24. I am standing with March for Our Lives and the strong young women and men across the United States who are fighting for their generation and those to come.”
On Thursday, former President Obama tweeted: “Young people have helped lead all our great movements. How inspiring to see it again in so many smart, fearless students standing up for their right to be safe; marching and organizing to remake the world as it should be. We’ve been waiting for you. And we’ve got your backs.”
Gucci has recently launched an ad campaign that is prescient of the movement and a general call for social activism. The pre-fall advertising circles back to France 1968, when student marches and riots became prevalent against military and bureaucratic elites.
The photo above was photographed and directed by Glen Luchford and is a depiction of Gucci-clad rebels on a university campus fighting for what’s right. Gucci is known for rallying behind important causes during it’s early stages.