Following the Valentine's Day shootingat Marjory Stoneham Douglas High School, Gucci is donating $500,000 to a gun-control march, which is being organised by the classmatesof those killed and set to take place in Washington next month.

Alessandro Michele, Gucci's creative director, says he is "truly moved" by the courage of students at the school in Florida, where 17 people were killed by a gunman on what should have been a day filled with love.

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"I am truly moved by the courage of these students," he told WWD, before adding: "My love is with them and it will be next to them on March 24. I am standing with March for Our Lives and the strong young women and men across the United States who are fighting for their generation and those to come."

Survivors of the massacre are organizing the rally on March 24th, and Gucci is 100% behind them: "We stand with March for Our Lives and the fearless students across the country who demand that their lives and safety become a priority. We have all been directly or indirectly impacted by these senseless tragedies," the Italian brand said in a statement to WWD.

Gucci's support for the March echoes the tone of their latest campaign, in which we are taken to Paris circus1968 when students marched en masse in protest of the police invasion of Sorbonne University.

The campaign depicts university students passionately and optimistically challenging the establishment (while looking exquisite in head-to-toe Gucci, obvs), and itis no doubt a projection of the display that can be expected in Washington next month.

Gucci has a track record for throwing their support behind important causes early on, and we must say we're living for their dedication to social activism.

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