the 05/11/2008 | 14:20
The season of Christmas is the season of donations, that’s what luxury fashion brand Gucci thought and designed a unique UNICEF Christmas collection for the fourth time. The “Tattoo Heart” collection will be available in stores from the end of November. 25 percent of the proceeds from the sale of limited collections are donated each year to a good cause; this time, the money goes to the children of Malawi and Mazambique.
The Italian luxury brand has been demonstrating a social commitment for four years under the influence of its creative director Frida Giannini, and such special Christmas collections have existed since 2005. This year Frida Giannini has also secured the support of the pop star Rihanna: the singer is promoting the collection as a campaign image. A good choice, because Rihanna is the perfect combination of fashionista and benefactress: since 2006 she has had her own foundation, the “Believe Foundation”, which helps children in need. She loves fashion and often sits front row at big fashion shows.
The pieces in the “Tattoo Heart” collection are dominated by white and brown tones. Tattoo motifs on bags, clothes and shoes are supposed to symbolize something long-lasting and permanent, like the Gucci label’s support for Third World children. Anyone who thinks that “Tattoo Heart” was copied from Ed Hardy is not entirely wrong: there are some similarities, but the Gucci collection is much simpler and more elegant than the Christian Audigier pieces. The sale begins on November 19 and runs through January 31, 2009 at Gucci stores around the world.