How Fashion Embraces Pride Month

June 1, 2023

Pride Month is a powerful testament to diversity and inclusivity. Embracing this spirit, Digital Fashion offers innovative ways to express individuality and celebrate the vibrant tapestry of identities. Furthermore, today's innovative tech landscape, driven by AI and Web3, brings a unique opportunity to foster unity and empower the LGBTQ+ community among other minority communities.

Genuine Commitment

Since 1999, when President Bill Clinton officially declared June as Pride Month, the fashion industry has actively supported the LGBTQ+ community and Pride celebrations worldwide. Through initiatives such as campaigns, dedicated inclusive collections, and collaboration with LGBTQ artists, fashion brands have become powerful advocates for inclusion and diversity. Here are some iconic cases of how the fashion industry supports Pride:

1. Collaborative Collections

Fashion brands often release limited-edition Pride collections during June. These collections feature vibrant rainbow designs and inclusive messaging. In this vein, reported until 2016, Levi's partnered with the Harvey Milk Foundation for three consecutive years to create a Pride collection honoring the LGBTQ+ activist. The proceeds from these collections are often donated to LGBTQ+ organizations, amplifying the support for the community. This year, American Eagle and Dr. Martens will give back to LGBTQIA+ Initiatives such as the It Gets Better Project and The Trevor Project, respectively.


2. Runway Diversity

Fashion runways have witnessed a significant shift towards inclusivity, with designers showcasing diverse models of different gender identities, sexual orientations, and body types. This inclusivity is evident in shows by brands like Chromat, which consistently features a diverse cast of models, celebrating the beauty and uniqueness of all individuals.

A similar approach had Miu Miu's last year show which focused on clothes and people rather than menswear or womenswear categories. We can also notice that established fashion houses like Dior select non-binary and queer model types for their runways.

Chromat Beach Runway Spring/Summer 2022
Image Source: Getty/ Sean Zanni

3. LGBTQ+ Representation

Fashion campaigns have increasingly featured LGBTQ+ individuals as brand ambassadors and models. For instance, Calvin Klein's #MyCalvins campaign included queer celebrities such as Cara Delevingne and Tommy Dorfman. Another case is Adidas' partnership with US women's soccer couple Ali Krieger and Ashlyn Harris to promote their Pride-themed line.

4. Activism and Advocacy

Fashion brands use their platforms to advocate for LGBTQ+ rights and social issues. Gucci's "Chime for Change" campaign supports gender equality and LGBTQ+ rights, fostering conversations and inspiring change. Similarly, H&M launched its "Proud" collection, partnering with the United Nations' Free & Equal campaign to promote inclusivity and combat discrimination. And Jean Paul Gaultier, through its annual limited-edition Pride bottles, supports organizations worldwide, such as The Center in New York City, Le Refuge in France, COGAM in Spain, and Casa Arcobaleno in Italy.

5. Corporate Sponsorship

Fashion brands increasingly become sponsors of Pride parades and events, showcasing their commitment to supporting the community. For instance, Nike has been a long-standing supporter of Pride, sponsoring various events and releasing Pride-themed sneakers. These sponsorships not only provide financial support but also serve as a visible symbol of solidarity.

CHIME FOR CHANGE – Gucci Equilibrium

Digital Fashion Stands for Inclusivity

GenZ, a driving force in digital fashion, is known for promoting diversity, acceptance, and self-expression. For instance, according to Roblox's "2022 Metaverse Fashion Trends" report, 90% of GenZ users recognize the importance of digital clothing being accessible to individuals of diverse body shapes and sizes. Moreover, seven out of ten GenZs consider inclusivity in digital fashion essential, highlighting their commitment to creating an environment that celebrates and respects everyone's unique identities.

Fashion as a Catalyst Force of Social Change

Fashion's impact on society goes beyond aesthetics. It can influence perceptions, challenge the status quo and support marginalized communities. In this sense, fashion brands can contribute to a more tolerant and equitable society by embracing inclusion and promoting diversity. In addition, the entire industry mirrors society and reflects the needs of changing times. Finally, the fashion industry can play a crucial role in advocating for social change and amplifying the voices of marginalized communities. It is up to us to make it happen.