Retailers are showing off their rainbow colors.
While Pride Month doesn’t have the economic impact of retail holidays such as Valentine’s Day or Mother’s Day, it’s gaining momentum.
June has been designated as Pride Month by the LGBTQ community in commemoration of the 1969 Stonewall riots, which are considered the beginning of the modern gay movement. Besides marches and rallies in cities across the country, lectures, film series, concerts and other events, there’s lots of Pride merchandise at a slew of retailers and price ranges.
Pride + Joy, Macy’s annual campaign, is bringing Pride events to nearly a dozen stores with support for local charities. The retailer is supporting 20 local Pride parades across the country. There’s also plenty of merch at Macy’s, including Kenneth Cole’s Tied With Pride exclusive capsule collection, which supports the LGBTQ community; Levi’s exclusive collection; Calvin Klein Jeans’ T-shirts and tank tops with rainbow lettering, $29.50; Swarovski gold-tone multicolor crystal necklace, $199, and Gucci Swiss Le Marche Des Merveilles rainbow nylon strap watch, $820.
“Macy’s core value of acceptance is reflected in our commitment to supporting the LGBTQ community by fostering an inclusive culture and environment that inspires our colleagues and customers to be their authentic selves every day,” said Kristyn Doar-Page, vice president of diversity and inclusion.
All net proceeds from Converse’s Pride collection designed by Miley Cyrus will support the brand’s LGBTQ+ community partners globally. Both the Converse Pride x Miley Cyrus Chuck Taylor All-Star rainbow platform high-tops and the Chuck 70 metallic-striped high-top retail at $95. There’s also multicolored polka-dot high-top and low-tops, $70 and $65, respectively, and hoodies, unisex track pants, polka-dot unisex T-shirts and polka-dot caps with logo patches for Cyrus’ Happy Hippie Foundation focusing on homeless youth, the LGBTQ community and other vulnerable populations.
Tommy Hilfiger is donating 35 percent of the purchase price of each item in the Tommy Pride collection to The Human Rights Campaign Foundation — the education arm of the Human Rights Campaign, the largest civil rights organization in the U.S. — from May 23 to June 30, for a maximum donation of $50,000. Items include a black duffel bag with Tommy in rainbow colors, $59.50; bandana, $16.50; cap, $29; T-shirt, $29.99, and socks, $9.50.
Target is promoting #takepride on its social media, and a Pride collection consisting of 90 apparel items for men and women, including extended sizes, kids, accessories and party supplies. The retailer partnered with 20th Century Fox for an exclusive DVD release of the popular movie, “Love, Simon,” which includes bonus content and a collectible book. There’s also a Harry’s limited-edition Shave with Pride gift set, with 100 percent of profits earmarked for LGBTQ+ causes.
“At Nordstrom, we’re doing a lot to support Pride during the month of June,” said a spokesman, citing a dedicated web site experience that includes a Pride landing page; in-store visual displays and social stations with celebratory backdrops for selfies at select units; exterior rainbow lighting displays at Nordstrom’s new Manhattan men’s store and the Yorkdale Shopping Centre unit in Toronto, and participation in 37 Pride parades, including platinum sponsorship of New York’s parade and the launch of a new float.
In addition to a Pride collection at Topshop and Topman stores, the retailer partnered with eight LGBTQ+ activists in the creative community for a campaign, including Max Wallis, a poet who spoke at the Royal Opera House in London about heartbreak and whose poetry appeared on billboards at the Regent Park tube station during the Frieze Art festival. Wallis collaborated with Topman on a men’s mental health project.
Topshop’s Pride collection is also at select Nordstrom stores and nordstrom.com; Pride-focused shoes from Nike’s Betrue campaign, Nordstrom x Nike shops in select stores; Pride Month beauty partner MAC is featured at five stores and the brand will do free parade day makeup looks for consumers; Levi’s tailor shop at the new men’s store has a menu of Pride options for customizing items.
Barneys New York’s Pride Month effort includes store windows, barneys.com and a podcast. With each post to #WhatPrideMeansToMe, the Barneys New York Foundation will donate $5 to the LGBT Community Center. “Our company’s always been really invested in the LGBTQ community,” said creative director Matthew Mazzucca. “A lot of the time, I feel like Pride is always focused on gay men. The community is so broad and vast. We wanted to speak to the entire LBGT community and also show a range of ages.”
That diversity comes through in the short film, “#WhatPrideMeansToMe,” where a variety of LGBTQ voices offer up notions about Pride. Musician Le1f said, “The first thing that comes into my mind is sunshine, good times, legs up.” Nightlife producer and promoter Ladyfag: “It’s one time where you’re celebrating where you’ve gotten and how far we’ve come,” while Antoni Porowski, Queer Eye’s food and wine expert, said Pride is being able to be the truest version of himself.
The annual Pride March on June 24 will begin on the doorstep of Barneys’ downtown Seventh Avenue location. “It’s important for us to run with the Pride season for the whole month,” Mazzucca said. The Madison Avenue flagship windows feature thousands of novelty flags that produce a rainbow effect when bathed in light. “We’re emphasizing this small gesture,” he said. “The window display is kind of sweet.”