“There are so many people that get missed out from the term ‘women and girls,” Tanya Compass says. “Are you talking about race within those conversations? About those who are neurodivergent? Or are you just talking about straight women and girls?” Over recent years, these questions have become ever more pertinent to Gucci’s charitable initiative Chime, which was established in 2013 to create positive change for women and girls worldwide. But ten years later, its definition of gender has become evermore expansive with the times. “Trans and non-binary people are often left out of those conversations,” Compass adds, which means it’s now about “redefining and redesigning what gender means.”

Since its founding, Gucci Chime has mounted over 500 projects with 185 non-profit partners – including BEYGOOD, Unicef, the Global Fund for Women, and Artolution – raising $21.5 million for more than 630,000 people around the world. Through its zine, the brand has provided a space for hundreds of youth activists to unpack the feminist politics of period poverty and HIV/AIDS and disability rights. And today, the brand is marking a decade milestone with a series of videos directed by Academy Award-winner Sharmeen Obaid-Chinoy. Celebrities like Julia Garner, Halle Bailey, and Serena Williams discuss their own understandings of what the word “equality” means, alongside Gucci Chime Advisory Board members Maryangel Garcia-Ramos, Amanda Nguyen, Vee Kativhu, and Jaha Dukureh. 

Having established their own grassroots non-profit – Exist Loudly – which supports Black LGBTQ+ youth through creative workshops, Compass plays an essential role in advancing the efforts of Gucci Chime, helping to ensure the project actively benefits people of all genders. Their mission is to “disrupt what individuals can look like and how they can exist in the world.” It’s an ethos shared by Sinéad Burke, who reiterates the dangers that young trans women face in a seperate video. That fashion – which is too often seen as flippant and frivolous and aesthetics-driven – can provoke real change is perhaps more vital now than ever. Watch Tanya Compass’ video above and click here to see the 2023 pantheon of Gucci Chime.