The initiatives by brands for Pride 2020
From fashion to beauty, many brands supported the LGBTQ+ community
G-Club
June 30th, 2020
June 30th, 2020
June is Pride Month. Since a decade cities all over the world host parades and events to celebrate the LGBTQIA+ community and rejoice together with their supporters on freedom, love and rights - coloring their streets of rainbow colors.
This community has been living at least once in their lives episodes of discrimination and social isolation, that’s why the movement around the community is so important to society, who had its first true awakening after June 28th 1969, date of the Stonewall riots where police and protesters for gay rights fought a semi-violent battle. Culture and awareness are the roots for the respect tree, thus without events the Pride Month could look less alive.
The good news is that, the beauty and fashion industry got your lust to celebrate Pride with limited edition and Pride-edition collections to keep raising awareness on the topic and to celebrate, unfortunately without any parades this year, such an important event.
Among these, the possibility offered by many brands to purchase products to actively support charities, including Stonewall, which has been fighting since 1989 for the rights of the LGBTQ+ community. The world of beauty and fashion have moved to pay homage to Pride Month with colorful and symbolic collections and products whose sales will go in part or totally to these associations.
Burberry - #EverybodyIsFreeToLove
With the #everybodyisfreetolove campaign, the British brand Burberry proudly reaffirms its support for the global LGBTQ+ community, releasing a video with a special performance on the energetic and joyful notes of "Free" song by Ultra Naté in celebration of love, solidarity and freedom. To "replace" a collective moment like the Pride parade, the video brought together influencers, talents and part of the brand community and the LGBTQ+ world in a unique and exciting moment to celebrate all together even if far away from each other. In addition to supporting donations and initiatives with various associations and charity projects such as Stonewall UK, Albert Kennedy Trust, and Black Pride UK, the brand has created a Rainbow capsule collection, inspired by the spirit of Pride.
Versace - Versace x Pride 2020
Versace created a limited edition collection that includes activewear, accessories and underwear, entirely dedicated to Pride, collaborating with two associations engaged in the mission to create a more inclusive and tolerant world, to which part of the sales will be donated. To celebrate the first anniversary of the nomination of Donatella Versace as Stonewall ambassador, in the USA the association the proceeds will be destined to Pride Live, while in Europe the donations will be donated to Arcigay.
Havaianas - Pride 2020 collection
The brand Havaianas has long been committed to the LGBTQIA+ community and on the occasion of Pride Month presents a collection of products to support the cause. In addition, the brand announces long-term actions and initiatives to reduce differences, promote equality and ensure that projects and NGOs linked to All Out, (an organization that supports the rights of LGBTQIA+ people on a local and global level) will receive funds to continue the search for better conditions for this community.
Vestiaire Collective - #FabulousVestiaire
On the occasion of Pride Month, the online retailer Vestiaire Collective celebrates the designers and brands that support the rights of the LGBTQ+ community, from classics like Jean-Paul Gaultier and Gianni Versace to today's pioneers such as Telfar Clemens and Alessandro Michele, but also brands that offer a unisex and gender-fluid selection such as Heron Preston, GmbH, 1017 ALYX 9SM and Aries. The section Meet the Sellers was dedicated to the sellers and the team, who shared their personal idea of Pride and the plans to celebrate it. On their Instagram page, Pride Week was launched with a series of content dedicated to the topic, from quizzes to curiosities about designers and TV shows that support the LGBTQ+ community, to call to action and challenges to their followers. The retailer also contributed to the lawsuit with donations to Stonewall and Marsha P. Johnson Institute.
Sephora - #SephoraWearYourPride
The beauty retailer Sephora has launched #wearyourpride, an invitation to show pride for their diversity in everyday life. Express ourselves in total freedom through original and creative looks, which become the protagonists of everyday life. Sephora invites everyone to seek beauty in their own diversity and to share it. In the absence of the real parade, the brand then transformed the images collected by the followers into a digital parade on the profile of Sephora Italia.
NYX - Pride Edition Vivid Brights Eyeliners
The famous cosmetic brand NYX is committed all year round to supporting the LGBTQ+ community, having built a network of business allies that donates to the Los Angeles LGBT Center. The 6 electric shades of the eyeliners collection are inspired by the iconic LGBTQ+ flag which represents the rainbow of the unique personalities of the community.
Youth To The People - With Pride
The Californian beauty brand Youth To The People launched the With Pride collection to celebrate the month of June. The kit includes the travel sizes of the Superfood Cleanser, the Yerba Mate Resurfacing Energy Facial, and the Superberry Hydrate + Glow Dream Mask, contained in a reusable pouch from recycled fabrics. 100% of the campaign's profits will go to GLSEN, one of the most popular school organizations working to create inclusive and safe school environments for LGBTQ+ students.
Morphe - #FreeToBeYou
An entire collection to inspire the community not to be afraid to shine made by Morphe. Password: color! For the eyes, a palette that boasts 10 colors including 5 matte and 5 shimmer rainbow-themed, recalled in the A better Whirled eye and face brush set. The Lip Gloss Speak Out adds an additional luminous touch to the face and the Continuous Setting Mist spray setting in the Pride 2020 version is the right product to have a pride glow that lasts all day.
