If you’re a consumer on social media [and in IRL society] you have definitely heard of the term ‘rainbow washing’ – which to recap, is a bad thing. The term coined after the popular use of ‘Greenwashing’ in regard to brands showcasing pseudo-sustainability for consumer affection, applies to the support we see of the LGBTQIA+ community during Pride month, and beyond. That’s to say – not every brand is guilty. So to celebrate the month of love, empathy & awareness around LGBTQIA+, we cherry-picked the best brands who not only promoted Pride on the outside, but actually supported its community on the inside, too.
We were humbly impressed to see the early aughts slipper & boot brand take to Insta to share their latest styles, honoring the Pride rainbow symbol, and also what they are up to behind the scenes with The Trevor Project. By partnering with this top suicide prevention and mental health awareness organization through social & the brand’s capsule collection collab, we see tat the support runs deep.
The millennial-obsessed workout wear brand partnered with GLAAD, an LGBTQIA+ media platform and community on a capsule collection in 2022. We especially love to see that in support of Pride, the brand made a $25K donation tied to its collection, and in honor of their partner’s culture-changing work.
The luxury fashion brand noted for its innovation and edge, took it a step further this year by diving into the importance of showcasing LGBTQIA+ artists and their work, through style. Z&V created a PRIDE inspired capsule collection as well, with 10% of sales donated to Queer | Art. It was cool to see this brand take a specific niche to focus on supporting through both monetary value and brand affinity.
The iconic cycling company & at-home bike took to its talented teachers and dance-worthy playlists to honor LGBTQIA+ artists and pride-themed classes throughout the month. Peloton also created a Pride-inspired collection of its branded workout wear, to celebrate its community.
The Savage x Fenty PRIDE collection that hit the market celebrated the LGBTQIA+ community with Rihanna’s praised vision for diversity and inclusivity, while also donating $250,000 (!!!) from the capsule collection during the month of June to a variety of organizations listed on their site. We love a brand with transparency, and taste.
Kerastase’s “Shine for Pride ” campaign was an impactful moment on social and IRL that we were proud to support throughout the month. The brand launched its own limited edition hair oil with PRIDE-inspired packaging, and that’s not even the part we’re a fan of; 100% of profits from the product go to a variety of local LGBTQIA+ community organizations across the globe, no questions asked. That’s what we call ‘taking action’.
We loved the style of Converse’s Pride collection on its site and social, but especially the way they incorporated talented LGBTQIA+ artists as a part of the branded campaign. For example, the animations for its pride-themed designs on insta were created by a queer-owned, and local NYC studio that supported the brand’s mission of “Family Unity” that it expresses in its internal policies and guidelines, if you take a step further into their company.
The classic apparel and fragrance company launched its limited-edition fragrance in honor of Pride, called ‘Fierce’. We love how Abercrombie shared in its instagram release that regardless fo sales, the brand will donate $400,000 to its continual partner, The Trevor Project. No pressure, just prideful vibes – and we love to see it.
Bombas, the philanthropic sock brand reminiscent of Toms shoes, continued their mission to make an impact and provide awareness during Pride month in 2022. With its own fun and uniquely branded Pride collection to shop, the brand donated another clothing item to organizations in support of the LGBTQIA+ community in need, or experiencing homelessness. We love how this brand took to its rooted purpose and mission statement to support Pride.
We always applaud Parade for its approach to branding and design with inclusivity and transparency at the forefront, and during June’s Pride celebration, the underwear label did not disappoint. Parade led with a social-first campaign on Instagram, showcasing its latest Pride-inspired Hoodie and worked with LGBTQIA+ talent in its campaigns. Ads aside, the brand donated 2,000 pairs of underwear to various LGBTQIA+ organizations.
Every year, we look to honor those that are doing it right on social media – from brands making a positive impact through their partnerships and campaigns, to influencers leading the charge by standing up for what they believe in, and inspiring us all to do the same. Cheers to Pride 2022, and celebrating LGBTQIA+ rights and awareness 365 days a year.