Designers Unite For Kering's White Ribbon Campaign

The Kering foundation has launched a new digital campaign for its annual White Ribbon initiative to end gender-based violence, an issue that continues to affect one in three girls and women worldwide. The campaign will run for five days, culminating on November 25, the international day for the elimination of violence against women. To celebrate the initiative, now in its sixth year, Kering has collaborated with brand ambassadors including Alessandro Michele, Christopher Kane, Stella McCartney, Joseph Altuzarra and Salma Hayek.

In an effort to break the silence and raise awareness, they share personal stories centred around the theme of #ICouldHaveBeen, imagining how their lives would have been different if they had been born a girl, or been a victim of gender-based violence. "We all could have been born a girl," says Kering's chairman and CEO François-Henri Pinault. "Being born a girl, should not equate to a higher risk of violence. Yet unfortunately, it is the case in our world today. We all must take on this combat." Michele agrees, saying simply, "There should be no boundaries, no hierarchy, no violence. Men and women are equal."

For the designers involved, the issue is especially poignant. "My sister Tammy and I were raised as equals," says Kane. "Today there are lots of labels that are used to define us. We should be all seen as equal, given the same opportunities." To highlight the existing inequalities, the digital campaign asks the ambassadors to assume new names. While McCartney and Hayek become "her", to show solidarity with survivors, men reveal the names their parents would have given them if they had been born a girl. Kane becomes "Christine" while Michele is named "Camilla" and Altuzarra "Juliette".

"Asking my parents what name they would have chosen if I had been born a girl was an eye-opener," says Altuzarra. "It is exasperating to think that, as Juliette, I could have been less safe or less powerful. Women are not a lesser sex. We must ensure they are never treated as such." Empathy and solidarity between men and women are key components of this year's campaign. As McCartney adds, "We, as women, are a team. We have to support each other and stick together. Men are showing their support, and now, we must all join forces."