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But frequently, the harm runs much deeper, with a dark side brands hope you won’t see.įrom SHEIN’s hundreds of polyester Pride looks to Boohoo telling us “Pride isn’t just a party”, brands with alarming human rights and environmental track records are increasingly trying to profit off of an event that started with a riot against police brutality and has continued annually with demonstrations against oppression. At surface level, that might come off as merely opportunistic and insensitive-enabling brands to capitalise off of a community they do relatively little to support during the rest of the year. What’s accelerated in the last fews years is the churn of cheap fast fashion Pride collections. This can make Pride feel like merely another seasonal event for brands to push products or earn some positive PR-a feeling that’s spawned TikTok memes and become widely reported on in the press in the past two decades. More often, it seems brands pop up every spring with their announcements of new products, with vague platitudes to self-love and unevidenced claims to support the community. In a few cases, these initiatives are made in close collaboration with LGBTQ+ creatives and donate all the profits to LGBTQ+ causes-but those kinds of collections are in the minority. So ubiquitous are fashion brands’ multicolour collections that they’re now an annual staple on the marketing calendar. One glance over my inbox and you’ll see phrases like “celebrating the LGBTQ+ community,” “living out and proud,” and “expressing your authentic self” among the press announcements for everything from tank tops to tube socks-all available with rainbows for a limited time only. In fashion media, that means queer journalists’ inboxes get filled with press releases for seasonal Pride collections.
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It’s that time of year again when so many brands want to be your gay best friend. Brands want you to think they’re into Pride Here’s why that’s a cynical distraction from the harm caused throughout their supply chains. Fashion brands with alarming human rights and environmental track records are once again pumping out rainbows for Pride month.