GUCCI X THE LION’S SHARE FUND

Gucci has joined The Lion’s Share Fund, an initiative raising money to tackle the biodiversity and climate crisis around the world. Led by the United Nations Development Programme (UNDP) and a coalition of businesses and UN partners, the fund aims to raise more than $100 million (Dh367.2m) per year within the next five years for animal conservation, biodiversity and climate action. It asks brands to contribute 0.5 per cent of their media spend every time an animal is featured in one of their advertisements.

Marco Bizzarri, president and chief executive of Gucci, says: “Nature and wildlife provide Gucci with inspired creation that is an integral part of our narrative through our collections and campaigns. With the increasing threats to the planet’s biodiversity, groundbreaking initiatives like The Lion’s Share Fund have the potential to be transformative by connecting the business community with direct action to protect our natural habitats and most threatened species.”

Launched in September 2018, the fund has already provided a grant to improve critical radio systems for law enforcement officers protecting wildlife in Mozambique’s Niassa Nature Reserve, and is providing a grant to help secure land for endangered orangutans, elephants and tigers in Indonesia. www.thelionssharefund.com