In the fall of 2018, Gucci's balaclava sweater, resembling blackface, caused outrage and distrust among the African American community. Through this campaign, Gucci will commit to a new journey of inclusivity by putting black designers in the spotlight.
Presented by Pippa Seichrist
at Cannes Lions 2019
Made with Andrew Gonzalez (AD)
and Katie Reid (CW)
EXCHANGE FOR CHANGE — Trade in your old Gucci items in exchange for Gucci Noir designs, created by up-and-coming black designers.
This AR feature in the Gucci app brings your exchange for change to life.
We want to use Gucci's powerful platform to elevate these rising designers by putting their name in the iconic Gucci typeface.
Gucci Noir Tags
In-mall posters featuring people of color with the tagline "No More Apologies" will serve as a public manifesto for the launch of Gucci Noir.