As the first month of the summer is synonymous with Gay Pride all around the world, ready-to-wear brands are outdoing each other in finding imaginative ways to fight for LGBTQ rights and indirectly win over new markets.
H&M’s ode to love
Heading the parade we find H&M and its “Love for all” line, a capsule collection that each year looks to celebrate love in all its diversity. “We believe in everybody’s right to love who they want,” explains Andreas Löwenstam, H&M’s head of menswear design. An initiative that is not only in step with the times but also has a charitable purpose, as the Swedish retailer is supporting the United Nations’ Free & Equal campaign with this project.
It is only natural that we find the slogans “LOVE” and “EQUALITY” on these pieces with an unmistakably casual style, ranging from summer crop tops to the timeless denim jacket. Umbrella, baseball cap or tote bag: the collection also offers accessories that will come in handy at any open-air Gay Pride event, all based on rainbow colours.
The Levi’s activist collection
The same style inspiration can be seen at Levi’s, which this year is presenting its fifth LGBTQ+ Pride collection. Focused on the expression of every form of individuality with the theme “I AM…”, this new capsule collection presents a series of T-shirts with graphic prints, customises its classic Trucker Jacket or its iconic 501 jeans with an embroidered rainbow, and produces its accessories in the iconic colours of the gay community.
A high-impact artistic direction that is part of the DNA of the American jeans manufacturer, which has been committed to the LGBTQ+ cause for over 30 years. Incidentally, all the profits from this collection will be directly donated to the Harvey Milk and Stonewall Community foundations, American organisations famous for their activism on behalf of sexual diversity. Something indeed to be proud of.