Traditionally, fashion brands try to avoid getting involved in political issues. Sometimes smaller brands will take a stance but large brands prefer neutrality. It was a “smart move” to try not to lose or alienate customers because if you take one side, you might lose customer who disagree with that perspective. I can understand it because they are a business after all and their priority is making money.

However, times are changing now. After the tragedy happened in Marjory Stoneman Douglas High School in Florida last month which cost 17 innocent people there lives, killed by gunshots. Gucci stood up, joined the anti-gun movement and donated half a million dollars to support the MARCH FOR OUR LIVES event in Washington, D.C. and other American cities on March 24.

“We stand with March For Our Lives and the fearless students across the country who demand that their lives and safety become a priority. We have all been directly or indirectly impacted by these senseless tragedies, and Gucci is proud to join this movement with a donation of US$500,000.” ( Gucci )

“I am truly moved by the courage of these students. My love is with them and it will be next to them on March the 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.” ( Gucci )

There are few reasons behind Gucci making this political stance. From a business perspective, Gucci’s customers base is changing, Millenniums are increasing their purchasing ability. This generation of young adults care more about their political stance and human rights than their parents’ generation and they are not afraid to make their voice heard loud and clear.

Gun control is political but also the loss of so many lives is an issue that can’t really turn people against you. If you reject something so tragic and sad it surely can’t do your image any harm. Gucci also suffered from the death of one of their employees who was killed in a nightclub shooting a few years earlier, so this issue really hits home with them.

If you are working for Gucci, I can imagine how proud you must feel to have your company stand behind you.

It isn’t only Gucci making changes, celebrities like Taylor Swift has announced on her Instagram that she has donated to the March For Our Lives campaign. Influencers such as Eva Chen also marched on that day and expressed their concern about the safety of school kids who are the future of this nation.

I, personally am glad to see that major brands and public figures are using their influence to make real contributions to society. Just like the popular quote from Spiderman  “With Great Power Comes Great Responsibility”.

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