Participating in Pride should be about genuine support and celebration, not just to appeal to a market or appear as allies.
Creating a successful Pride collection can be challenging. Many believe that brands often use these collections for “rainbow capitalism,” exploiting the LGBTQ+ community for profit.
It’s crucial for brands to approach Pride Month with sincerity and thoughtfulness, rather than just for marketing purposes.
According to Vogue Business, Vivian Topping, director of advocacy and civic engagement at Equality Federation, notes a concerning trend.
Fewer companies are publicly supporting LGBTQ+ individuals during Pride due to increased backlash from extremists. She emphasizes the importance of true allyship, encouraging businesses to stand by their commitment to equality despite opposition.
In light of this, Lifestyle Asia showcases brands that are making meaningful contributions to LGBTQIA+ causes.
These companies are not only releasing Pride-themed apparel, beauty products, accessories, and more, but are also actively supporting and empowering the LGBTQIA+ community.
READ ALSO: Parade The Rainbow: The Biggest Pride Celebrations Around The World
Versace
Versace has launched a capsule collection that combines rainbow colors from the Progress Pride flag, celebrating diversity in the queer community, with its signature Barocco print.
The collection includes a range of ready-to-wear and accessories, such as Barocco silk shirts and shorts with rainbow borders, shirts, denim blousons, swimwear, underwear, and jewelry. Customers can purchase these items at select boutiques and Versace.com.
In a statement to Show Studio, Versace announced that it would donate 10% of the purchase price from every item in its 2024 Pride collection sold between May 22 and January 31, 2025, to the Elton John AIDS Foundation.
The foundation supports programs focused on HIV prevention, education, and providing support services to individuals living with or at risk of HIV.
Kate Spade
Kate Spade has introduced a whimsical Pride Month-themed capsule collection. The new Pride collection showcases rainbow colors on bags, bracelets, charms, and bandanas.
According to Fashion District, a portion of the net sales from the collection will support The Trevor Project, the brand’s longstanding partner. The Trevor Project provides crisis support to LGBTQ+ youths.
Jean Paul Gaultier
Jean Paul Gaultier has revamped its annual Pride fragrance to be inclusive of all genders.
The limited-edition Pride 2024 eau de toilette features notes of fresh citrus, yuzu, orange, neroli blossom, and musk.
The fragrance is presented in the iconic Classique and Le Male bust-shaped bottles, showcasing the artwork of the late artist and activist Keith Haring.
Nathalie Cetto and Quentin Bisch, the perfume composers for Jean Paul Gaultier, describe the scent as an irresistible blend of Gaultier neroli, blood orange, and musky blond woods, emphasizing its gender-neutral appeal.
According to Hypebae, JPG has partnered with the NYC LGBT Community Center. The release of the fragrance highlights Keith Haring’s landmark “Once Upon a Time” mural. This is a permanent installation at the center, which is brought back into the spotlight through this collaboration.
Banner photo via Jean Paul Gaultier’s official website.
