Gucci's new charity initiative aims to raise funds for the Mainly I Love Kids (MILK) fund via the filtered goodness of Instagram. Here's how you can help. 

Christmas is a time for giving, and the good folk at Gucci are doing just that with their new charity initiative entitled #guccigives. From 24 November 2014 till Christmas day, head to the Gucci Christmas tree located on the second level of Gucci's Paragon store and snap a photo of it. Upload it on Instagram along with your festive greetings and the hashtag of the season – #guccigives. For every post that goes live, Gucci will donate $30 to the Mainly I Love Kids (MILK) Fund. 

Gucci, Paragon. 290 Orchard Road #01-38/39. Tel: 6734 2528.