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Pride 2021: when brands embrace the LGBTQI+ community

The rainbow aesthetic is now a part of our collective imagination and everyday life, but not only: our favorite brands have embraced the cause, with a real commitment

By Francesca Parravicini

June is a very special and colorful month. The colors of nature explode again vividly, but also the rainbow colors of the flag that represents LGBTQI+ community: we have officially entered Pride month.

The origin of this event is written in  history: on the night between 27 and 28 June 1969, the police broke into the Stonewall Inn, a gay bar in New York's Greenwich Village, to disperse the customers, but the community resisted. This event triggered the Stonewall riots, which saw the resistance of the community and were necessary for the birth of associations and liberation movements.

Pride, which until recently was a "niche" event, has now entered the mainstream: because we speak up more, because we are tired of hiding, because times change, there are more rights and greater representation. Then a bizarre phenomenon occurs, which probably would have seemed incredible until recently: June arrives and all the logos are dressed in rainbow flags. But is a little color really enough to show support to a cause? There is certainly nothing wrong with offering representation to a group that was ignored until yesterday, quite the contrary.

But the situation certainly cannot be called rosy, with cases of discrimination and violence still on the rise and with a still unapproved DDL Zan in Italy (what will happen? We await our fate). So, let’s to about some brands that in addition to embracing aesthetics, do something concrete for the cause.

The legendary Converse, the shoe brand most loved by young people, presented their sixth collection dedicated to Pride: created in collaboration with a group of artists, Caleb, Rocio, Tereza, Ty and Xandro, who have infused their personal stories into colorful models, with rainbow soles and graphics that are an explosion of joy. The proceeds from the sales will go to various associations, long-time partners of the brand: It gets better Project, Bagly, Out MetroWest and Ali Forney Center.

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Un post condiviso da Converse (@converse)

Everyone has their own style: COS supports rainbow rights with its unmistakable minimalist and clean mood. Together with the artist Coco Capitàn, the brand created a capsule of organic cotton t-shirts and tote bags, characterized by minimal lettering and a delicate rainbow logo. The proceeds will be donated to Kaleidoscope Trust, an association that deals with LGBTQI+ human rights in countries where they are trampled.

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Un post condiviso da COS (@cosstores)

When your testimonial is Cara Delevingne, success is guaranteed: the actress and queer icon has created the Forever Free Pride Collection with Puma, that includes unisex sportswear and accessories with decidedly strong and appealing graphics. Part of the proceeds will go to the Cara Delevingne Foundation, part of the Giving Back Found, which supports charities around the world.

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Un post condiviso da PUMA (@puma)

Calvin Klein has launched a real project, #proudinmycalvin, with illustrious protagonists of the LGBTQI+ community such as Stella Maxwell and Nathan Westling, portrayed and filmed with garments from the Pride collection, which combine the unmistakable style of the brand and a rainbow mood.

The brand supports various prominent associations including the Trevor Project, the largest organization for suicide prevention among LGBTQI+ youth, ILGA (International Lesbian and Gay Association), The Transgender Legal Defense and Education Fund and The National Pulse Memorial & Museum, created by the owner of the gay club Pulse, after the shooting on June 12, 2016 in Orlando, Florida.

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Un post condiviso da Calvin Klein (@calvinklein)

For the highest dose of glamour, we have the explosive combo of Versace and the legendary, iconic Lady Gaga (there are few things more fabulous than this): the brand has auctioned a leather jacket worn by the pop star during one of her tours and the proceeds will go to the Born This Way Foundation.

The association will also receive part of the sales of a t-shirt and a cap with the Versace rainbow logo, made for the occasion.

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Un post condiviso da Versace (@versace)

To conclude, a beautiful initiative with Italian colors: Tangle Teezer launches the #powertobeme campaign on its Instagram profile: collaborations with activists, polls and ideas to involve the community and enjoy at best the month of Pride.

Furthermore, for each Pride Power Compact Styler rainbow-colored brush purchased on the website, 1 euro will be donated to Casa Arcobaleno, a Milanese project of the Spazio Aperto Servizi cooperative, which welcomes LGBTQI+ young people in difficulty.

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Un post condiviso da Tangle Teezer italia (@tangle_teezer_italia)