In the wake of the horrific tragedy at Marjory Stoneman Douglas High School, Italian fashion house Gucci is donating $500,000 to the March for Our Lives rally. The fashion brand was moved by the resilience and determination of the students.

Notable Quotes: “We stand with March for Our Lives and the fearless students across the country who demand that their lives and safety become a priority,” the Italian fashion house said in a statement released exclusively to WWD. “We have all been directly or indirectly impacted by these senseless tragedies.”

“I am truly moved by the courage of these students. 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.” -Gucci creative director Alessandro Michele

“Young people have helped lead all our great movements. How inspiring to see it again in so many smart, fearless students standing up for their right to be safe; marching and organizing to remake the world as it should be. We’ve been waiting for you. And we’ve got your backs.” – Tweet from former President Barack Obama

Why This Matters: Gucci, which has become a magnet for Millennials under Michele and chief executive officer Marco Bizzarri