Pride Month 2024 isn’t your average celebration. While significant progress has been made in the fight for LGBTQ+ rights, battles for equality and the growing visibility of transgender and non-binary identities continue. Pride in 2024 is a chance to recommit to creating a world that celebrates the full spectrum of LGBTQ+ experiences, from the flamboyant and fierce to the quiet and introspective.

Thankfully, many brands are standing with the community, but this year, there’s a shift towards more impactful support. Gone are the days of simply slapping a rainbow on a t-shirt. Brands are prioritising collaboration with LGBTQ+ artists and designers, ensuring a portion of proceeds goes towards organisations making a real difference on the ground, and using their platforms to amplify LGBTQ+ voices.

Fashion with Pride: A Canvas for Self-Expression

Let’s dive into the world of fashion, where self-expression reigns supreme.

• TomboyX: This LGBTQ+-founded brand continues to be a champion of inclusivity. Their gender-affirming undergarments, from binders and boxer briefs to sports bras and swimwear, are a game-changer for many in the LGBTQ+ community. Their vibrant Pride collection this year boasts a message of “Love Wins” splashed across tanks and tees. A portion of proceeds goes towards the National Centre for Lesbian Rights (NCLR), a vital organisation working to secure legal and economic justice for LGBTQ+ women, femmes, and people of colour.
• Madewell: Known for their comfy-chic aesthetic, Madewell’s “Love to All” collection boasts a simple yet powerful message of acceptance. The collection features everything from graphic tees and cosy sweatshirts to flowy dresses and denim jackets, all emblazoned with a rainbow heart motif. Fifty percent of proceeds benefit the ACLU, a vital organisation that fights for LGBTQ+ rights through legal action and advocacy, ensuring everyone has access to justice.
• Levi’s: A longstanding Pride supporter, Levi’s 2024 collection is more than just a fashion statement. It features designs by LGBTQ+ artists, celebrating the vibrant diversity of the community. This year, they’ve partnered with artist Sonya Sombreuil, whose bold and colorful work reflects the strength and resilience of the LGBTQ+ experience. Donations go to organizations like the Stonewall Community Foundation, which provides crucial grants to LGBTQ+ organizations across the country, and Minus18, an organization that provides crisis intervention and support services to LGBTQ+ youth.
• Calvin Klein: This iconic brand isn’t shying away from self-expression. Their 2024 campaign features actor Jeremy Pope, known for his roles in films like “Hollywood” and “Cherry,” alongside a collection designed to empower everyone to embrace their true selves. There is something for everyone in the collection with its statement pieces, classic silhouettes, and vibrant colours. A portion of proceeds goes to the Trevor Project, a lifeline for LGBTQ+ youth providing crisis intervention and suicide prevention services.
• Dockers: Celebrating their seventh year of Pride collaboration, Dockers offers a collection designed by artist Rawley Clark. It’s a fusion of style and purpose, with bold geometric prints and a color palette that pops. Donations go to the Stonewall Community Foundation to support ongoing LGBTQ+ initiatives, including educational programmes, health services, and advocacy efforts.

Beyond Apparel: Pride in Every Aisle

Fashion isn’t the only space where brands are making a statement. Let’s explore some brands taking action beyond the clothing rack:

• Nike: It’s not just about the iconic swoosh. Their “Be True” collection offers vibrant takes on classic sneakers like Air Maxes and Blazers, featuring rainbow detailing and inclusive messaging. They also expand their collection to include performance apparel, with everything from sports bras and leggings to shorts and tees, ensuring everyone can participate in their favourite activities with pride. More importantly, over $3 million is donated to LGBTQ+ organisations like Athlete Ally and the National Centre for Transgender Equality, making a significant financial impact on these vital organisations.
• Adidas: This sportswear giant isn’t just about performance. They’ve partnered with Australian artist Kris Andrew Small, known for his vibrant and inclusive illustrations, for a collection that celebrates the spirit of unity. The collection features everything from tracksuits and hoodies to running shoes and gym bags, all adorned with Small’s signature style. Proceeds benefit Athlete Ally and Stonewall UK, organisations fighting for LGBTQ+ inclusion in sports at all levels, from professional leagues to local gyms.
  
• Apple: More than just a fabulous Pride watch band (though they do have one! ), Apple goes a step further. They donate to organisations like the Human Rights Campaign and National Centre for Transgender Equality, advocating for change at a systemic level. They also use their platform to amplify

Beauty with Pride: Celebrating Every Shade

Beauty transcends the superficial. Let’s explore some brands that are using their products and platforms to celebrate the LGBTQ+ community in all its vibrant diversity:

• Ulta Beauty: Shop their curated selection of Pride-themed makeup kits, featuring a range of colors and shades to suit everyone’s unique style. This year, the kits include eyeshadow palettes with bold rainbow hues, shimmering lipsticks in every shade imaginable, and glittery highlighters for an extra dose of sparkle. A portion of proceeds goes to The Trevor Project, a vital resource for LGBTQ+ youth providing crisis intervention and suicide prevention services.
  
• Fenty Beauty: Rihanna’s inclusive beauty brand offers a dazzling highlighter in limited-edition Pride packaging this year. The highlighter comes in a range of shades to flatter all skin tones, and the packaging features a vibrant rainbow design. Donations go to GLAAD, a media monitoring organisation that works to ensure accurate and respectful representation of LGBTQ+ people in the media.
• Glossier: Known for their “dew-y” makeup aesthetic, Glossier offers a limited-edition Pride sticker set this year. The stickers feature positive affirmations like “Love is love” and “Be you” in Glossier’s signature minimalist font. While it may seem like a small gesture, the stickers are a reminder to embrace your individuality and celebrate self-love. Proceeds go to The Centre, a community centre in New York City that provides vital resources and support services to LGBTQ+ people.

Beyond Retail: Pride in Action

While shopping can be a fun way to celebrate Pride, it’s important to remember that Pride is about more than just consumerism. Here are some brands that are taking action beyond the retail space:

• Ben & Jerrys: Indulge in their limited-edition “Pride Over Prejudice” ice cream. This flavour features a creamy white chocolate base with chunks of fudge brownies and raspberry swirls, representing the diversity of the LGBTQ+ community. Proceeds go to LGBTQ+ organisations working for social justice, ensuring a sweeter future for everyone.
• KIND Snacks: Look for their limited-edition “Be Bold” bars this Pride. These delicious bars come in a variety of flavours, and the packaging features a rainbow design and messages of encouragement like “Be You” and “Love is Love.” Proceeds support the Human Rights Campaign, a vital organisation advocating for LGBTQ+ equality on a national level.

Amplifying LGBTQ+ Voices: Using Platforms for Progress

Many brands are using their platforms to elevate LGBTQ+ voices and stories. Here are a few examples:

• Airbnb: partners with LGBTQ+ hosts to offer unique Pride-themed stays, showcasing the diversity of the LGBTQ+ community and the beauty of inclusivity. These stays range from cosy apartments in major cities to charming cabins in the woods, ensuring there’s something for everyone. Proceeds go to LGBTQ+ causes, supporting organisations working towards a more equitable world. 
• Spotify: This popular music streaming service goes beyond creating rainbow playlists. They curate playlists that celebrate the diversity of the LGBTQ+ community, featuring artists from all walks of life. They also highlight podcasts that champion LGBTQ+ rights and tell the stories of LGBTQ+ people.
• Streaming services: Many streaming services are joining the movement. [Your chosen service] offers curated collections of LGBTQ+ films and television shows, allowing viewers to explore the rich history and experiences of the LGBTQ+ community. They may also partner with LGBTQ+ filmmakers to create new content that celebrates diversity and inclusion.

This list is just a starting point. Many other brands are taking a stand for this Pride, from tech giants like Google to media companies like [mention a magazine or newspaper known for LGBTQ+ content]. The key takeaway is that Pride is no longer just about rainbows and glitter; it’s about creating a world where everyone feels safe, supported, and celebrated for who they are.

A Call to Action: Celebrate, Donate, and Educate

Remember, Pride isn’t just about shopping or attending parades (although those can be fun too!). It’s about celebrating the LGBTQ+ community and advocating for a more equitable world. Here are some ways you can get involved:

• Support LGBTQ+-owned businesses: Look for brands founded or owned by LGBTQ+ people and show them your support with your wallet. Many of these businesses offer unique products and perspectives, and your purchase can make a real difference. Do some research online or ask around in your local LGBTQ+ community centre for recommendations.
• Donate to organisations working for LGBTQ+ equality: There are many worthy organisations making a difference on a national and local level. Do some research and find one that resonates with you. Here are a few suggestions to get you started:
  • The Human Rights Campaign (HRC) is a national organisation fighting for LGBTQ+ equality on a legislative level.
  • The Trevor Project provides crisis intervention and suicide prevention services to LGBTQ+ youth.
  • The National Centre for Transgender Equality: Advocates for the Rights of Transgender People.
  • GLAAD works to ensure accurate and respectful representation of LGBTQ+ people in the media.
  • The National Centre for Lesbian Rights (NCLR) works to secure legal and economic justice for LGBTQ+ women, femmes, and people of colour.
• Educate yourself and others about LGBTQ+ issues. The more we understand each other, the better equipped we are to fight for equality. Here are a few resources to get you started:
  • PFLAG (Parents, Families, and Friends of Lesbians and Gays): Provides resources and support for LGBTQ+ people and their families.
  • The Gay & Lesbian Alliance Against Defamation (GLAAD) offers a media reference guide to ensure accurate terminology when discussing LGBTQ+ issues.
  • The Human Rights Campaign (HRC) provides a wealth of information on LGBTQ+ rights and issues on their website.
• Attend a Pride march or festival (if it’s safe to do so): Pride marches and festivals are a time to come together with the LGBTQ+ community and celebrate diversity. They are also a powerful form of protest, raising awareness about the ongoing fight for equality. If you choose to attend, be sure to be respectful of others and follow any safety guidelines in place.
• Simply stand up for LGBTQ+ people in your everyday life. You don’t need a grand gesture to make a difference. Simply speaking out against discrimination, correcting someone’s pronoun usage, or showing support for an LGBTQ+ friend or colleague can make a world of difference.

Conclusion:

Pride 2024 is a chance to celebrate the progress made in the fight for LGBTQ+ rights, but it is also a powerful reminder that the journey continues. The evolving landscape of Pride collaborations between brands and the LGBTQ+ community reflects this. It’s no longer just about aesthetics; it’s about impact.

This year, we see a focus on collaboration with LGBTQ+ artists and designers, ensuring their voices and perspectives are heard. Financial contributions are directed towards organisations making a real difference on the ground, from legal advocacy to mental health support for LGBTQ+ youth. Brands are also using their platforms to amplify LGBTQ+ voices and stories, fostering a deeper understanding and empathy.

While consumerism can be a fun part of Pride, remember, it’s about more than just rainbow-colored products. Educate yourself, donate to worthy organisations, and stand up for LGBTQ+ people in your everyday life. Together, we can create a world that celebrates the full spectrum of LGBTQ+ experiences, ensuring everyone feels empowered to live authentically and proudly. Because Pride isn’t just a month; it’s a movement, and every action, big or small, contributes to a more equitable future.