PR/ Copywriting Proposal

Public Relation Proposal

Racial Insensitivity Controversy

Spring 2019

Case #446892

[This Gucci PR Proposal copywriting piece was written for one of my classes at UMaine. It showcases brand voice through a PR lens in a time of crisis. I know that this can be a very tricky situation in terms of wording and voice, but wanted to show how I tackled that challenge.]

March 13th, 2019 - The Gucci Brand wants to reach out to it’s beloved Gucci Family of consumers and clients, to express our sincere and utmost apologies due to the recent controversies that include racial insensitivity concerns regarding our Stella Sweater that was released in the SS 2019 Collection.

We at Gucci, do not condone or believe in any type of bigotry, hatred, or exclusion and we are deeply embarrassed that a recent product released in our latest collection was not seen fit to these standards.

We invite you to work with us to better build our relationships globally and culturally; as fashion has always had the power to bring us together. We at Gucci are extending out a hand in hopes to better the future in the fashion industry and culture.

Too often, brands get caught up in controversies and repeat the cycle of apologizing for the mistakes they have made, while missing the opportunity to learn and grow. We realize this, and do not want to miss out on an immense chance to come together as trend-setters to create and sustain change.

Acknowledging this, we are creating a new campaign called Grow by Gucci.

Our inspiration behind this is to flourish with new creativity and ways of thinking; while still understanding, acknowledging, and educating each other on our respective roots. By creating a campaign like Grow by Gucci; we are also creating a conversation to talk about diversity. This does not include only diversity within race; but cultures, genders, sexuality, and religions as well.

As a community who values and appreciates the history and genius behind art, it is understood that the space has been historically a safe one to converse about systemic and societal issues; and we want to continue in this fashion. We vow as an institution to continue to do our part in making the creative community a safe and inclusive one for expression of all kinds.

Grow by Gucci, will incorporate high-end, ahead-of-it’s-time, gender neutral pieces that anyone and everyone can wear. We want to create products that not only create a statement, but create a reality- pieces that all can wear and love.

Taking things back to our roots and essence as creatives, and at our core- human beings. Grow by Gucci will include themes of nature, love, tranquility, and inclusivity. We are in the process of launching this campaign, and hope that you will love it and be as inspired by it as we are.

Fashion is about being bold, being brave, and being who you are, staying true to your roots. We at Gucci want to help you highlight and celebrate that in the best way possible. Here’s to growth.

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GUCCI Founded in Florence in 1921, Gucci is one of the world’s leading luxury fashion brands, with a renowned reputation for creativity, innovation and Italian craftsmanship. Gucci is part of the Kering Group, a world leader in apparel and accessories that owns a portfolio of powerful luxury and sport and lifestyle brands. For further information about Gucci, visit www.gucci.com.

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For further information, please contact:

Emily Souza

VP Gucci Public Relations

emily.souza@us.gucci.com

111.222.1212