Belfast Telegraph

Monday 22 September 2014

Beyoncé Knowles creates Gucci empowerment plan

Beyoncé Knowles
Beyoncé Knowles
Beyonce Knowles
Beyonce Knowles

Beyoncé Knowles and Salma Hayek have teamed up with Gucci to launch a programme that promotes female equality.

The pop diva, along with Salma Hayek and Frida Giannini, is joining the luxury brand to create initiative Chime For Change.

By sharing stories about inspiring females, the project aims to raise funds and awareness in support of schemes for girls and women around the world.

"I have always felt strongly about equal opportunity for women. Girls have to be taught from early on that they are strong and capable of being anything they want to be," Beyoncé explained to Vogue.co.uk.

"It's up to us to change the statistics for women around the world. I'm honoured to be in the company of women who live fearlessly and set an example for the next generation of young ladies."

Salma will officially announce the campaign at the TEDxWomen luncheon today, via a short film that will detail the initiative to new background music by Beyoncé.

The clip kicks off a series of ten short videos, featuring stories from inspirational women.

"I am proud to be joining the growing international movement on behalf of girls and women around the world," said the actress, who also narrates the first short film.

"I believe that by working together we can change the course of history to ensure that girls and women are empowered to realise their potential and thrive."

Fashion label Gucci has a history of supporting women's rights, including a seven-year collaboration with UNICEF to support girls' education.

"This is the emergency and the opportunity of today," designer Frida explained. "We have reached a significant moment in the history of girls' and women's empowerment and now is the time for change. I think it is essential for girls and women to see and celebrate what is possible. I hope that through Chime we can help the voices calling for change to become so loud that they cannot be ignored."

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