Gucci Takes a Stand Against Gun Violence

Gucci, the recently rebooted ready-to-wear and accessories brand that is beloved by everyone from Jennifer Lopez to Millennials, regularly makes a point to reach out to youth culture. They work with acclaimed young artists and have committed to going fur-free in an effort to connect with their fans.

Now, Gucci is putting their money where their heart is. The storied fashion house has donated $500,000 to the March for Our Lives, according to Business of Fashion. The March is being organized by student activists from Marjory Stoneman Douglas High School in response to the school shooting that left 17 of their classmates and teachers dead. BoF further reports that Gucci is sending an envoy to the March on behalf of the company.

Giant brands rarely adopt a political posture, so why is Gucci taking a stand? For the label, it's not just about courting millennial customers or representing their brand—it's tragically personal. Two Gucci employees were among those shot at the Pulse nightclub shooting in Orlando, Fla., in 2016. Leonel Melendez was a manager at the Gucci boutique at The Mall in Orlando, and he survived the shooting; Javier Jorge-Reyes, a Gucci salesman, was killed.