Eight male faces with a single slogan “I am women”: they are the protagonists of the Made in Italy brand awareness campaign against gender violence Chitè Milan.
Born in 2018 from the idea of Chiara Marconi and Federica Tiranti, the brand wants to celebrate equality between the sexes through city mobilization with 200 posters posted in Milan, but also with a limited edition in 150 pieces of the first customizable men’s / women’s boxer shorts signed by the lingerie brand.
The inspiration comes from men’s underwear, and the boxer is revisited in cotton and stretch band in Liberty fabric: both garments are 100% Made in Italy, handmade by expert seamstresses in artisan workshops in the heart of the Langhe in Piedmont and with the possibility of customization.
The special project is launched exclusively for Valentine’s Day 2021 with the primary objective of bringing attention to love in all its forms, but above all to gender equality.
“2020 was a year that marked the life and memory of all of us: the pandemic completely upset the information schedule and crucial issues such as the fight against violence against women took a back seat. At the same time, however, the data speak for themselves: in 2020, requests for help from victims of violence increased by 71.7% between March and October alone. Having founded a company made by women and dedicated entirely to women therefore makes us sensitive and responsible. “ Chiara Marconi tells us, co-founder and CEO of Chitè. “As co-founders, Federica and I deeply believe in the achievements women have achieved in recent decades. We want to contribute to the self-confidence of all the women in our community. It was therefore extremely natural to want to dedicate the Valentine’s Day 2021 campaign to this cause, moving from a purely commercial approach towards a communication that is educational, sensitizing and honest. “
A gift, for your loved one, but above all for yourself, to always keep in mind that love is celebrated every day and in all forms.