In the vibrant tapestry of human history, PRIDE has emerged as a powerful symbol of inclusivity, acceptance, and as a celebration of diversity. Beyond its roots in the LGBTQ+ rights movement, PRIDE has significantly influenced various aspects of society, including the world of fashion and luxury. Our Marketing Manager, Katie, explores the rich history of PRIDE and delves into its transformative impact on the world of style, design, and self-expression. Since the Stonewall Riots of 1969 in New York City, PRIDE has evolved into an annual celebration of visibility, equality, and the ongoing fight for LGBTQIA+ rights around the world.
The rainbow flag has become an iconic symbol of diversity and solidarity, has more recently become a staple in fashion collections. Designers have embraced the PRIDE palette, adopting an annual rainbow revolution and infusing it's motif into garments and accessories, evoking unity and support of LGBTQIA+ communities.
Fashion is and always has been an influential home for empowerment and freedom of expression, with designers incorporating slogans and statements promoting love, equality, and acceptance. From runway shows to streetwear, the message resonates beyond just clothing, but opens conversations on social change. The fashion industry itself, and particularly at the luxury end, has evolved into a safe space for LGBT+ creatives and designers to express their art without societal barriers.
Luxury Brands That Lead the Way
Burberry's PRIDE Collection. British luxury brand Burberry, launched their PRIDE collection and showcased the iconic rainbow motif in their A/W 2018 runway collection, donating a portion of their profits from the capsule to support LGBTQIA+ charity and Burberry long-term partner the Albert Kennedy Trust. Proceeds from sales help to provide safe homes, training and support to give young people the start in life they deserve.
Dior's iconic 'We Should All Be Feminists' Tee. In 2016, Maria Grazia Chiuri, Dior's first female creative director, sent a powerful message down the runway with the introduction of the 'We Should All Be Feminists' tee. This collection was Chiuri’s first as head of Dior and was a brave move to demonstrate her commitment to social and gender equality.
Calvin Klein 'My Calvins' Campaign. Since launching in 20214, Calvin Klein’s #mycalvins campaign has turned into one of the most influential global social media campaigns. By allowing Instagram users to upload images of themselves in their beloved Calvin Kleins, the brand has encouraged hundreds of thousands of individuals to become part of a huge global campaign. Due to its global reach, the campaign has invited cultural creators to express their individuality in a safe space.
Stella McCartney is most well known for her sustainable and cruelty-free designs, and also actively supports LGBTQIA+ communities and has championed equality for a number of years. In 2023, her annual pride campaign focussed on two London based stylists and empowered them to tell their story through photo campaign, the models, stylists and hair and make-up are all part of queer communities. “It’s important to have campaigns like this one – where queer people are not only in front of the camera, but also behind the scenes having full control in how we want to tell our story.”
Ralph Lauren x Vogue Pride Love stories is a 2023 campaign aimed at leveraging Ralph Lauren’s vast global audience as an opportunity for education. Ralph Lauren shared love stories from the LGBTQIA+ communities, which historically would go unacknowledged. This campaign shared stories of different types of love; self-love, romantic love and platonic love, profiling incredible individuals with unique perspectives across their platform.
Gucci's Chime for Change. Gucci's 'Chime for Change' champion’s the rights of women, girls and non-binary individuals around the world. The global campaign GUCCI CHIME inspires participation in a collective global community through events like Sound for change concert featuring international megastars including J-Lo, Beyonce & Madonna. The concert raised money for global female empowerment charities; Equality Now, the Global Fund for Women, Ms. Foundation for Women, mothers2mothers, and UN Women.
The runway is not just a showcase of clothes; it's a platform for empowerment, visibility, and the ongoing journey towards a more equal society. However, brands tend to capitalise on the rainbow motif around this time of year, so it is important that their intentions are genuine, either by supporting charitable causes, or championing empowerment and equality for LGBTQIA+ communities.
If you wish to donate to a charitable cause this PRIDE month, here are a few links to charities supporting different communities here in the UK:
Stonewall – supporting equality in schools and workplaces across the UK
Hidayah – supporting Muslim LGBTQ communities
PRIDE in London – Supports grassroots organisations that advocate and support the needs of LGBTQ+ communities in the UK
