Although the coronavirus pandemic has canceled virtually all in-person Pride Month events, fashion and beauty brands are continuing their commitments to give back and support the LGBTQ community.
Several brands are creating rainbow-themed Pride collections to donate proceeds to global organizations supporting the LGBTQ community, including GLAAD, the Trevor Project and the It Gets Better Project.
Others are launching larger initiatives to highlight the importance of Pride Month, including makeup brand NYX, which is hosting a virtual Pride March on Instagram, and activewear brand Under Armour, which is offering a grant program to aid LGBTQ-focused nonprofits that are impacted by COVID-19.
Here, WWD looks at how fashion and beauty brands that are giving back for Pride Month 2020.
Ami Paris has teamed with GLAAD to create a capsule collection with 100 percent of proceeds benefiting the organization. The brand has tapped 15 LGBTQ creators, including Benito Skinner, James Scully and Rebecca Black, among others for the collection’s campaign.
Asos is teaming with GLAAD for the fourth year in a row to collaborate on a Pride-themed collection. This year’s collection centers on the theme of unity, with several graphic T-shirts sporting the word in a rainbow colorway. Other pieces include button-up tops, shorts and sweatshirts ranging in price from $29 to $69. All proceeds from the collection will benefit GLAAD.
Banana Republic is launching a capsule collection of rainbow-themed T-shirts, sweaters, dresses, tank tops, hats, socks and other accessories to celebrate Pride Month. The brand is pledging $60,000 to the United Nations Free & Equal campaign — a U.N. initiative that promotes equal rights for the LGBTQ+ community — in conjunction with the collection.
The sporting goods brand is teaming with Front Runners, a LGBTQ running and walking club, for its Run Pride collection, which includes a T-shirt, tank top, baseball cap and socks featuring a rainbow motif. The collection retails for $8.45 to $22.10.
The brand is awarding four grants to local Front Runners chapters to use for philanthropy, expanding their operations or sponsoring a Pride walk or run.
Coach has tapped Kim Petras, Rickey Thompson and Bob the Drag Queen for its “We C You” campaign for Pride Month.
The brand has also launched its first cross-category collection for Pride Month, which includes apparel, shoes and accessories. In conjunction, Coach is making donations to several charities that benefit the LGBTQ community.
Diesel is releasing a 49-piece Pride collection including apparel, swimwear, innerwear and accessories that feature rainbow designs. The brand tapped LGBTQ creators Harlow Monroe, Sofia Malamute, Stella Lucia, Kai Isiah Jamal, Saro and Ian Isiah for the campaign, where each model produced their own photos while sheltering at their homes.
The brand is also working on two international projects with the San Francisco LGBT Center and Transgender Europe regarding gender identity and integration in the workplace.
Diesel’s Pride collection ranges in price from $26 to $68.
DKNY is partnering with the Hetrick-Martin Institute to celebrate Pride Month 2020. The brand has tapped the institute’s Nijah Brown to design a New York-inspired T-shirt for DKNY, with proceeds going back to the Hetrick-Martin Institute. The T-shirt retails for $39.50.
Dockers is releasing its third annual Pride-themed collection, which consists of three unisex styles in a purple tie-dye pattern. Each product also features a rainbow mixed with the brand’s logo. The products range in price from $22 to $38 and are available on Dockers’ web site.
Along with the collection, the brand is donating to the Stonewall Community Foundation, an organization that works with the LGBTQ community in New York City.
Etro is giving its signature Pegaso bag a rainbow makeover to celebrate Pride Month. The Italian brand is donating 20 percent of proceeds from the bag, which retails for 885 euros, to Casa Arcobaleno, a Milan-based organization that offers shelter to LGBTQ people facing discrimination from their families over their sexual orientation or gender identity.
EyeBuyDirect is launching its Freedom Collection to celebrate Pride Month. The brand teamed with “Queer Eye” star Tan France for the collection, which includes four different glasses styles with rainbow-colored frames.
The brand is donating five percent of sales from the collection, which ranges in price from $19 to $35, to the Trevor Project, a nonprofit organization that provides crisis intervention and suicide prevention services to LGBTQ youth. The collection is also part of EyeBuyDirect’s buy one, give one program where customers can donate a pair of glasses to someone in need.
Fabletics is releasing a limited-edition Pride collection of athleticwear with 10 percent of proceeds benefiting the It Gets Better Project, a nonprofit organization that works with LGBTQ youth.
The collection includes pieces such as leggings, track suits, sports bras and tank tops that feature rainbow motifs. The pieces are available in women’s and men’s sizes and range in price from $17.47 to $59.95.
Face Halo is releasing a new Pride-themed version of its reusable makeup remover. The product sells for $25 for a pack of three with 5 percent of proceeds benefiting the Trevor Project.
Forever 21 is teaming with musician Princess Nokia for its first Pride collection of graphic T-shirts designed with phrases like “Namastay Gay,” “Forever Proud” and “Straight Outta the Closet.” The collection ranges in price from $15 to $18 and all proceeds will benefit the Trevor Project.
The men’s activewear brand has created two limited-edition Pride T-shirts, one featuring the words “Love Finishes First” and the other “4 Love.” The shirts retail for $50 each, with 50 percent of sales going to The Trevor Project.
Fossil has launched a limited edition, $99 Pride watch as part of its ongoing partnership with the Hetrick-Martin Institute.
The brand is also furthering its efforts on being an ally to Black, indigenous people of color by partnering with influencers and activists in the community for Instagram takeovers. Fossil has already worked with “Pose” actor B Hawk Snipes for an IGTV.
Frankies Bikinis is launching a Pride collection in partnership with the Stonewall Community Foundation, with 20 percent of proceeds going back to the organization.
The collection, which launches on June 17, includes swimwear and loungewear in a rainbow tie-dye pattern. Pieces range in price from $85 to $145.
Happy Socks is teaming with the Phluid Project for a six-piece collection to celebrate Pride Month. The collection includes sock styles in tie-dye, rainbow and other graphic prints.
The brand is donating 10 percent of profits from the collection to the Trevor Project. Each pair of socks retails for $16 and is available on Happy Socks’ and the Phluid Project’s web sites.
Kate Spade New York
Kate Spade New York is launching a rainbow-themed capsule collection of apparel, handbags, jewelry and other accessories to celebrate Pride Month. The collection ranges in price from $68 to $198 and will be available on the brand’s web site at the beginning of June.
The brand will also be making a donation to the Trevor Project to celebrate Pride Month.
Kiehl’s is launching a new national philanthropic partnership with the Trevor Project, donating $100,000 to the organization.
The brand is introducing several other initiatives for Pride Month. Kiehl’s is hosting a virtual dance party via Instagram Live on June 5 with LGBTQ ambassadors that will encourage followers to make donations to the charity. Kiehl’s is also launching several digital and social media campaigns to highlight issues facing LGBTQ youth
Levi’s is launching a charitable collection that includes tie-dye pieces, transparent jackets and graphic T-shirts that read “Use Your Voice!” to celebrate Pride Month. The pieces also feature a reimagined version of the brand’s logo in a rainbow colorway. The collection ranges in price from $18 to $128 and is available on the brand’s web site.
The brand is donating all proceeds from the collection to OutRight Action International, which is working to advance LGBTQ rights across the globe.
Louis Vuitton has launched “The Rainbow Project” to celebrate Pride Month. The design house is decorating its storefronts with rainbow drawings submitted by individuals through the project. Louis Vuitton stores in New York City, Beverly Hills and Chicago will feature the rainbow window installations, before the project goes internationally to cities like Paris, Rome, Madrid and Milan.
The brand has also partnered with artist Cory Arcangel on a special artwork series that will run in the New York Times Sunday Styles section from June 14 to 21.
Marc Jacobs Beauty
Marc Jacobs Beauty is launching five new shades of its $29 Enamored Hydrating Lip Gloss Stick for Pride Month, with each shade housed in rainbow-print packaging. The brand will be donating $10,000 each to Le Refuge, a French organization that supports LGBTQ youth, and Sage, an organization that helps older members of the LGBTQ community.
NYX is launching a new initiative for Pride Month called “Proud Allies for All,” which aims to educate consumers on what it means to be an ally to the LGBTQ community. The initiative is anchored on a virtual Pride march on June 1, where followers can participate by using NYX’s selfie filters created to share who they’re marching for.
The beauty brand is also teaming with the Los Angeles LGBT Center to offer digital educational videos.
In conjunction with the Pride initiative, NYX is launching a limited-edition Pride collection with a rainbow eye shadow palette, colorful eyeliner and lipstick, which range in price from $7 to $18. NYX is also donating $50,000 from the collection to global LGBTQ organizations.
Peloton has released its largest Pride collection to date with 20 pieces across apparel, jewelry, accessories and water bottles. The company is donating sales from the collection to the Ali Forney Center, a nonprofit organization that provides resources to homeless LGBTQ youth.
Puma is teaming with longtime ambassador Cara Delevingne to release its “From Puma With Love” collection, which includes graphic T-shirts, sweatshirts, shoes and accessories featuring rainbow motifs. The collection ranges in price from $20 to $45.
The brand is donating 20 percent of proceeds from the collection to the Cara Delevingne Foundation, a project backed by the Giving Back Fund which supports LGBTQ charities.
Reebok is releasing its “All Types of Love” collection for Pride Month, which includes apparel and sneaker styles in varying rainbow colorways. The brand is also launching its “Proud Notes” campaign where it is working with activists and influencers in the LGBTQ community to tell their stories. The collection ranges in price from $13 for tie-dye socks to $120 for rainbow-colored sneakers.
The brand is donating $75,000 from the collection to the It Gets Better Project.
The luggage brand is working with artists from the LGBTQ community, including Stephen Milner, Jack Taylor Lovatt, Lara & Marta and Strauss Louw, to share their artwork and stories of love and travel. The artwork will be shared on Rimowa’s Instagram throughout Pride Month.
Scotch & Soda
Scotch & Soda’s Pride campaign addresses the incarceration of LGBTQ people and coronavirus-related hunger issues. The brand is offering a non-medical face mask for $9, with 20 percent of proceeds benefiting The Hunger Project, a nonprofit organization committed to ending world hunger.
The mask is embroidered with the words “I’m Smiling” written in the shape of a smile in rainbow-colored font.
Sunday Scaries, the CBD-based personal-care and ingestible brand, is bringing back its popular Unicorn Jerky for Pride Month. The rainbow CBD ingestible sells for $19 on the brand’s web site, with $1 from each bag sold benefiting the Trevor Project.
Temptu is releasing a limited-edition rainbow version of its airbrush device on June 1. The product will retail for $150, with $10 from each purchase benefiting the Trevor Project.
Teva has unveiled four styles of its Rainbow Pride Pack for a Pride Month initiative created in partnership with the It Gets Better Project. The new styles include a rainbow platform sandal and the brand’s classic sandals with rainbow straps, which range in price from $40 to $70.
The brand will be donating $20,000 from the collection to the It Gets Better Project.
Theory is hosting several social media initiatives to give back for Pride Month. The brand is partnering with LGBTQ organizations GLAAD and The Center to share tips on how to empower and stay active during Pride Month amid the ongoing coronavirus pandemic and the protests on the killing of unarmed Black people across the country.
On June 24, the brand is releasing an IGTV video as part of its Be Heard series between actors Anthony Ramos, Nico Tortorella and Alex Newell.
The brand will also be calling on its followers to donate to the organizations and will be matching donations. Between June 22 to 28, Theory will be donating 10 percent of sales to GLAAD’s Global Voices initiative and will be matching customer donations to The Center throughout June.
Todd Snyder has created collection called the Art of Pride, which incorporates original artwork from 10 artists such as Richard Haines, Doron Langberg, Johanna Toruno and Devon Shimoyama for T-shirts, crewnecks and sweatshirts ranging in price from $98 to $228.
Twenty five percent of proceeds will benefit charities chosen by the artists, including Visual Aids, Out Youth and GMHC, among others.
The designer has also worked with Timex to create a new Pride-themed watch that features three different colored discs inspired by the Pride flag.
Ugg is launching its #UggPride campaign along with a new unisex Pride collection. The collection includes the brand’s best-selling Fluff Yeah sandals in three different colorways, as well as its new Disco Checker Slide, which retail for $100 to $110. The brand is donating $125,000 to GLAAD from the collection.
The activewear brand is releasing a rainbow tie-dye version of its UA HOVR Phantom 1 sneaker for Pride Month, which retails for $140.
Additionally, the brand has created the UA Pride Grant Program, which will provide aid to LGBTQ community-focused nonprofits impacted by COVID-19. Organizations can apply for the grant through June 10 on the UA Grants web site. Grants range from $2,500 to $15,000.
Versace is releasing a limited-edition Pride collection that includes tank tops, swimwear, inner wear and accessories featuring the brand’s iconic logo mixed with rainbow designs. The pieces range in price from $75 to $495.
The design house is donating a portion of sales to two international charities that benefit the LGBTQ community: Pride Live in the U.S. and Arcigay in Europe.
Youth to the People
Beauty brand Youth to the People is releasing a Pride Kit that includes three of its best-selling products — Superfood Cleanser, Yerba Mate Resurfacing Energy Facial and Superberry Hydrate Glow Dream Mask. The products come in an eco-friendly bag and can be customized.
The brand is donating $75,000 from the kit to GLSEN, an organization working to create safe and inclusive schools for LGBTQ students. The Pride Kit retails for $34.
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