Guess Kicks Off Denim Day With Fashion Fund-Raiser
For the second year,Los Angeles–based Guess Inc.? will help support Peace Over Violence, the nonprofit organization that seeks to end sexual, domestic and interpersonal violence in the days leading up with Denim Day 2015.
On April 29, people around the world are encouraged to wear jeans in support of anti-violence initiatives. Denim Day was formed following the overturn of a rape conviction in Italian court when the judge determined that the victim’s tight jeans proved consensual The court argued that she would have had to help the rapist remove her jeans. The next day, women in the Italian Parliament dressed in jeans at work in solidarity with the victim and to protest the ruling. Over the past 16 years, Denim Day has grown to more than 10 million participants who wear jeans on Denim day to protest against “erroneous and destructive attitudes about sexual assault.”
Beginning on April 20, all Guess, Marciano and G by Guess stores will promote Denim Day with a chain-wide in-store, digital and online marketing campaign spearheaded by the Guess Foundation.
There will be Peace Over Violence's Denim Day messaging in store windows and in-store, as well as, email marketing, mobile marketing and social media posts.
Plus, for every pair of Guess jeans and select Guess accessories sold, the Guess Foundation will donate $2 to Peace Over Violence. The select accessories include a watch, jewelry, shoes, fragrance, handbag and eyewear. The donation will help Peace Over Violent provide victims with hotline crisis counseling, therapy sessions with licensed counselors, sexual abuse response teams to accompany rape survivors to hospitals and high school educational series on teen dating and violence prevention.
Based in Los Angeles, Peace Over Violence is a “sexual and domestic violence, stalking, child abuse and youth violence prevention center”…” dedicated to building healthy relationships, families and communities free from sexual, domestic and interpersonal violence.”
The fund-raiser will run through April 29.
