15 brands in fashion celebrating Pride Month in 2022
Fashion brands and retailers across the UK are continuing to inspire and thrill shoppers with vibrant collections, activations and charitable pledges in support of Pride Month - the annual month dedicated to celebrating LGBTQ+ communities around the world.
TheIndustry.fashion takes a look at 15 brands that are either supporting the LGBTQ+ community, LGBTQ+ owned or have produced inspiring pride items for 2022.
Donatella Versace and Cher have collaborated for a Pride 2022 collection (pictured above), aptly named Chersace.
The two have collaborated in support of Gender Spectrum, a charity focused on fostering gender-inclusive spaces for all youth. The duo’s collection includes t-shirts, a cap and socks. The collection pieces are black with a rainbow-coloured Versace Medusa head logo with the Chersace name above it.
Speaking about the collection, Cher said: “Donatella and I have been dear friends for a lifetime. It just felt right for our very first collaboration to be one about LGBTQ Pride and celebrating a community that means so incredibly much to both of us. We wanted to make a fun collection supporting a good cause, and we hope you like it.”
Primark's has released its 2022 collection, which includes a series of items dedicated to the 1939 film 'The Wizard of Oz'. Items in the collection include a t-shirt featuring pronouns, a 'proud' tote bag and rainbow accessories.
2022 also marks the 4th year of Primark's partnership with ILGA World and the company is celebrating £420,000 total donations, including this year’s donation of £150,000.
Recently, ILGA World has helped bring to life the Queer Youth Dialogues, a year-long campaign launched with the United Nations Youth Envoy, the Global Queer Youth Network, and the United Nations Independent Expert on Sexual Orientation and Gender Identity that brought together hundreds of LGBTQ+ young people worldwide to share their experiences and challenges.
Boohoo & BoohooMAN
Boohoo Group has dropped a large range of apparel as part of its “Love Is Love” campaign. Boohoo Group has continued to showcase that fashion is genderless by offering the same collection across both of its sites, Boohoo and BoohooMAN.
In a press release, Boohoo described the collection as "Expressing yourself boldly through fashion." It continues "To represent all our LGBTQ identifying fam, we’ve created a pride collection celebrating love and defining your own identity, with style."
Boohoo has continued to showcase that fashion is genderless by offering the same collection across both of its sites.
10% of proceeds from the sale of the collection will be donated to Outright, an LGBTQ+ human rights organisation that addresses human rights violations and abuse against lesbian, gay, bisexual, transgender people.
In support of Pride 2022, Fabletics is making a $25,000 donation to GLAAD, the world’s largest lesbian, gay, bisexual, transgender and queer advocacy organisation.
The company has also created a ‘United in Pride’ capsule, putting a spin on Fabletics’s core styles to inspire self-love and support the LGBTQ+ community. The collection includes a number of genderless pieces, reimagined in a joyous rainbow.
Kelli Dugan, Chief Design and Merchandising Officer at Fabletics, commented: “This year’s capsule offers a variety of gender-neutral styles intended to promote love and awareness. Inclusion and representation are core values at Fabletics, we hope customers wear their Pride and show their true colours this Pride season and beyond!”
In honour of Pride Month, TOMS has reimagined some of its classic summer footwear in a variety of new colorways and styles. Key styles that have been remixed include the Alp Mallow, Mallow Crossover, Fenix slip ons and statement sunglasses like the Bellini, Fitzpatrick and Londyn.
TOMS has had an ongoing mission to give 1/3 of its profits to grassroots efforts. For this collection, TOMS is pledging "every purchase from the Unity Collection all year round" will help fund access to mental health resources such as Colours, an organisation that provides free and unlimited LGBTQ+ affirmative mental health care to youth under 25 years old.
Listen to our recent In Conversation podcast featuring TOMS Chief Strategy & Impact Officer Amy Smith and Chief Marketing & Digital Officer Ian Stewart.
Ugg has launched another colourful Pride collection, featuring an array of all-gender products including slippers, sliders, hoodies, shorts, socks and accessories. Key items in the collection include the gender neutral Maxi Pride Slide, which comes in the colours of the Progress Pride flag and trans flag.
US customers can also find a bumbag, a sequin jacket, a sequin dress and a faux fur jacket exclusively online
The "Be Heard" campaign and collection launched with a donation of $125,000 to LGBTQ+ charity The Trevor Project, which provides 24/7 crisis services. The campaign film focuses on LGBTQ+ people talking about importance of mental health, sharing their personal stories of struggle.
In collaboration with LGBTQ+ Australian artist Kris Andrew Small, Adidas has introduced limited edition updates to seven of its most popular items: the Adilette slides and the Forum Triple Platform Low, Superstar, Stan Smith, Campus 80, Gamemode Knit and Gamemode Knit Firm Ground sneakers.
Each piece in the Love United range detailed with artwork inspired by the Stonewall Activists of the 1969 New York Stonewall Uprising.
The brand confirmed it is continuing its partnerships with Athlete Ally, which is focused on ending homophobia and transphobia in sport and Stonewall UK.
Levi's has been a constant supporter of the LGBTQ+ community across the world. This year the brand has created a retro-inspired genderless and size inclusive denim-focused collection.
Drawing from the powerful messaging and signs and posters from the queer liberation era, Levi’s has created a collection that "aims to inspire tomorrow’s generation". The collection includes denim jackets, 501 denim jeans, pronoun t-shirts and various accessories.
In support of the collection, Levi’s is also making an $100,000 donation to OutRightAction International, a global organisation working to advance human rights for LGBTQ+ people.
Dr. Martens have been worn by activists, campaigners and artists since the Stonewall Riots. Generations of wearers have used the brand for a myriad of reasons, from their timeless aesthetic, queer coding or even as a rite of passage.
Pride Generations is Dr. Martens first unbranded campaign, which features the talents of Lady Phyll (co-founder of UK Black Pride) and Lucia Blayke (founder London of London Trans+ Pride). The brand is hosting a series to discuss LGBTQ+ individuals vital work in activism, personal background and the history of important queer organisations.
The brand has released a small capsule including socks and the 1461 shoe, which features sole to stitch in monochrome white, alongside the Progress Pride flag on the leather upper.
This year Dr. Martens will be donating more than £200,000 across the globe for charities including AKT in the UK, ReBit in Japan and Black Rainbow in Australia.
The North Face
The North Face has revealed its Pride capsule collection to the LGBTQ+ community, featuring the Nuptse Jacket, pullover hoodies, t-shirts, vests and shorts. Each item is branded with The North Face logo emblazoned in the rainbow flag.
To celebrate Pride month, The North Face has partnered with four organisations across Europe which focus on creating inclusivity and connection in the outdoors, through their work in the LGBTQ+ community. In the UK, the company is working with OutdoorLads, who run a range of social outdoor activities for gay, bi and trans men in the outdoors.
In partnership with Tom of Finland Foundation, Diesel has created an exclusive Pride capsule collection. Artworks selected from the foundation's catalogue come to life on genderless pieces, ranging from jeans, t-shirts, sweatshirts and underwear.
For over thirty years, Tom of Finland Foundation has been building the world’s most extensive collection of LGBTQ+ artwork. Durk Dehner and Tom of Finland co-founded Tom of Finland Foundation in 1984, with the aim to better preserve and promote Tom’s historic work.
New Look's Pride collection is made up of seven unique styles, all inspired by the Progress Pride flag. The genderless t-shirts are also available in kids and curve sizing.
New Look commented: "We are proud to be donating 100% of our Pride collection profits to LGBT Foundation". The LGBT Foundation provides a wide range of support services to lesbian, gay, bi and trans people. The charity also works with healthcare professionals to help make public services more accessible and inclusive for LGBT communities.
Savage x Fenty
Savage x Fenty by Rihanna has crafted one of the most inclusive Pride campaigns and collections for 2022. The lingerie designs feature vibrant hues, prints and rainbows that celebrate the vibrancy and diversity of the LGBTQ+ community.
The line include the label’s Forever Savage range, Tagged by Savage range, show your colours range and a variety of accessories including fishnets and body jewels.
Savage X Fenty is financially supporting the charity GLAAD with a donation of $100,000.
London based jewellery and lifestyle brand Estella Bartlett has teamed up with charity AKT throughout the month of June 2022. Purchases from the ‘Rainbow Edit’ will have a contribution of 25% of net sales going to AKT.
The ‘Rainbow Edit’ consists of vibrant beading details, rainbow motifs and chic coloured gemstones. The 18-piece collection features earrings, necklaces, bracelets, jewellery boxes and accessories.
Made With Love by Tom Daley
Olympic diver and activist Tom Daley has released a Pride collection through his knitwear brand, Made With Love. The collection features cotton t-shirts and vests with rainbow text reading "love" emblazoned across.
100% of all profits of this Pride collection go to Rainbow Railroad, a charity to help people in the LGBTQ+ community escape state-sponsored violence and get them to safety.