DKNY will launch a Pride capsule in support of Hetrick-Martin Institute today to acknowledge WorldPride NYC 2019.
WorldPride commemorates the 50th anniversary of the Stonewall uprising and a half century of LGBTQ+ liberation.
DKNY’s summer capsule consists of apparel, accessories, footwear, eyewear, intimates and jewelry, all emblazoned with the Pride flag, a global symbol of the LGBTQ+ community’s diversity.
Hetrick-Martin, America’s oldest and largest LGBTQ+ youth services organization, is integrated in the collection’s campaign and digital content, and a donation has been made by DKNY to Hetrick-Martin to support its mission.
This year, for the first time in its 20-year history, WorldPride, the world’s largest LGBTQ+ festival, will come to the U.S., landing in New York City, the birthplace of DKNY. WorldPride will comprise more than 50 events over the entire month of June and will culminate in the NYC Pride march on June 30.
In the corresponding campaign, DKNY translates the Pride flag into color-drenched portraits of six representatives of HMI’s “Music Masters” art program, each of whom pose against backdrops of strong color with dramatic light effects. The campaign includes still portraits, lifestyle imagery and video and will expand on digital through a celebrity and influencer seeding initiative.
Throughout the offering are bold graphics and progressive fabrics. There’s sleek black activewear with rainbow taping across the chest, down its back and along its leg. There are all-over printed sweatshirts, light parkas and leggings reinterpreting the logomania trend with colorful repetition of the letters, D-K-N-Y, plus hoodies, utility-focused totes and waist bags featuring rainbow-webbed straps with contrasting white logos.
Prices will run from $39 for a T to $99 for the sunglasses. The capsule will be sold at dkny.com and Macy’s.