Pride Month: three inspiring initiatives

With Pride Month going full swing, a growing number of marketing and communication campaigns are addressing the LGBTQIA+ community. Some brands are not just changing their logos (an increasingly criticized manoeuver), they’re also adopting positive, respectful strategies.

AMI X TOM DALEY

Ami has collaborated with Tom Daley, the 2020 Olympics gold medal diver, a LGBTQIA+ icon and a skilled crocheter and knitter. He’s also the voice behind the @MadeWithLoveByTomDaley Instagram account. The partnership has produced two sweaters in the colors of the LGBTQIA+ flag. The first design incorporates Ami’s iconic logo and was sold at an auction on Drouot.com, while the second will be sold as NFTs on Friday 18 June.

SAVAGE X FENTY

The Savage x Pride campaign celebrates diversity, self-expression and authenticity. The collections in Rihanna’s brand are always as inclusive as possible, and this is no exception. Designed for all genders, the 25 pieces range in size from XS to 4XL. Everyone who helped create the campaign – the models as well as makeup artist Hector Espinal and photographer Quil Lemons – is part of the LGBTQIA+ community, and $250,000 from the sales will be donated to LGBTQIA+ organizations.

UGG

For Ugg’s Feel Heard campaign, the brand teamed up with The Trevor Project, the world’s largest nonprofit organization dedicated to providing assistance and suicide prevention services to the LGBTQIA+ community. As part of the initiative, Ugg has donated $125,000 to The Trevor Project and, in additional support for the LGBTQIA+ community, has organized a public Q&A session in New York with models from the campaign.