June is the Pride Month and, as every year, brands of different calibers are using it to leverage their marketing strategy. It’s nothing new seeing designer brands confronted and publicly called out for being rather homophobic in their practices despite having launched Pride collections and having their social media doused in rainbows. To make sure you don’t support labels that exploit Pride, we would like to list 5 designer brands that truly support the LGBTQIA+ community.
The Pride Month collection of Coach consists of 29 pieces capsule. Coach is one of the designer brands that is known to work and partner with various charities that focus on safe yet empowering online and real life spaces for the LGBTQIA+ community. Profits made from this collection will be donated to CenterLink Community of LGBTQ Centers, Albert Kennedy Trust, the Point Foundation and Hetrick- Martin Institute.
Tiffany & Co.
The world’s famous designer jewellery brand created an entire video campaign featuring LGBTQIA+ community members, sharing what they stand for. Unlike designer brands that pick up charitable actions when it’s convenient and the spotlight is promised, Tiffany has been and continues to support Ali Forney Center and SAGE. In their own words, unwavering support is not limited to one month a year.
Donatella Versace has always been known to be an advocate for LGBTQIA+ rights, so there’s little surprise to see this designer powerhouse to be involved. This year Versace has partnered with Lady Gaga to support the singer’s charity. Not only have they auctioned the iconic “Born This Way” motorcycle jacket, but have also created “Born This Way” T-shirt and beret, both exclusive to the Pride Month 2021.
Although Disney is not often seen as one of the designer brands, it certainly has the most far-reaching message. From Mickey Mouse pin with a lesbian flag design to other merch featuring world famous characters, Disney is going all out with releasing a collection dedicated solely for the Pride Month. On their website the statement clearly proclaims that funds from this collection will be part of The Walt Disney Company’s ongoing commitment to around the world LGBTQIA+ supporting organisations.
Balenciaga has thrown its input towards Pride Month 2021 before other designers did. On the AW21 catwalk one of the most notable items with an oversized hoodie firmly stating ‘GAY’ on it. The charity Balenciaga supports is The Trevor Project, the mission of which is LGBTQIA+ youth suicide prevention. The two have partnered for the Balenciaga’s Pride Month collection that includes the aforementioned hoodie, baseball caps, jockstraps and t-shirts. 15% of all the profits will be given to the project.
Pride is not a Marketing Tool
Why are we writing this? Because similarly to the consumer, we are not happy to see brands pretending to be LGBTQIA+ friendly for a month while their internal culture and actions throughout the year
suggest otherwise. The first Pride was a riot. People foughts and still fight for their rights. No one should be making profit out of that.
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