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Fashion celebrates 50 years of Pride

There might not be a parade this year, but that hasn’t stopped fashion from celebrating the LGBTQIA+ community.

Although the pandemic has brought an end to mass gatherings for the time being, the world still found ways to support the LGBTQIA+ community on what would have been 2020’s Pride weekend.

With recent Black Trans Lives Matter protests reminding us of the movement’s political origins, many members of the fashion industry have chosen to show their support through donations to a variety of charities raising funds for this cause. From Nike to Coach, ASOS to Levi’s, here are a few of the brands with collections that not only look good, but are helping to do good as well.

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Nike

The footwear giant has launched an updated line of its most popular sneakers, complete with a brand new colour-way that sees Amber Hikes’ ‘More Colour, More Pride’ flag emblazoned across the shoes. The accompanying campaign called Be True will bring six rising queer athletes to the forefront and a portion of the profits from sneaker sales will be split between twenty LGBTQIA+ organisations.

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Coach

Rickey Thompson, Kim Petras, and Bob the Drag Queen headline Coach’s new Pride campaign which includes a series of short videos filmed by the cast itself in isolation. Contributions from the collection – which offers rainbow-hued tees, bags, and knits – are being given to GLSEN, the Hetrick-Martin Institute, and the Albert Kennedy Trust.

ASOS

Launching their fourth collection with GLAAD (featuring unisex, tie-dye tanks, sweatsuits, and shirts) ASOS are donating 100% of net sales to the charity and have additionally collaborated with LGBTQIA+ talent in an effort to amplify their voices. Standing in solidarity with members of the community, the retailer is on a mission to promote accurate queer representation in the media.

Levi’s

All of the proceeds from Levi’s Pride capsule collection will go to OutRight Action International, an organisation which elevates the stories of anyone who’s been marginalised, striving to ensure that everyone, everywhere knows they have the right to be proud, visible and free – no matter who they love. The month-long campaign promoting this, titled Use Your Voice, involved a photo series with ‘real people’ wearing items from the line. ‘This is a celebration of our differences and a showcase of our shared humanity,’ announced the denim company on Instagram. ‘A pinnacle example of how just one voice can raise tens of thousands.’

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Burberry

Choosing not to create a Pride collection, Burberry alternatively released a lo-fi video celebrating ‘love, togetherness, and freedom.’ Alongside the film, the luxury label will be donating to various non profit organisations such as the San Francisco LGBT Community Centre and the TGEU (Transgender Europe) initiative.

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