Brands Step-Up for Pride Month 🌈

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Celebrating Pride Month With Twitch

Video game streaming platform Twitch is going all in on Pride Month. The platform announced that they will be shining a spotlight on LGBTQ+ streamers. During the month of June, the platform will be featuring a different LGBTQ+ steamer on the Twitch front page every day, affording them the chance to reach a wider audience. The San Francisco-based platform is also selling $7 “Cheer for Equality” t-shirts featuring the rainbow, bisexual, transgender, and lesbian flags and donating 100% of the profits. In addition, Twitch announced they will be an active participant in San Francisco’s Pride Parade, debuted Pride-themed emotes (Twitch emojis) for Twitch chat, and launched a fundraising initiative for the Human Rights Campaign empowering individual users to raise money. The move is significant for the gaming community which has a reputation for sometimes being homophobic, transphobic, and generally insensitive towards marginalized groups.

Milk Makeup Glitter = Pride

Envelope pushing cosmetics company Milk Makeup has made a name for itself on bold, colorful, and eye-catching products as well as being cruelty-free, paraben-free, and 100% vegan. From Holographic Stick highlighter to CBD-infused Kush Mascara, Milk is always on the cutting edge of what their consumers want most. The brand recently launched their stylized “Glitter = _____.”campaign which features influencers and members of the LGBTQ+ community sharing how they celebrate Pride all year long. Milk also dropped a follow up to their Techno Glitter Stick highlighter–launched last year in honor of Pride–a Limited Edition Pride Pack consisting of a Techno Glitter Lip Gloss and an Equality Tattoo Stamp, aka the perfect look for the Pride Parade near you!

Brujas Anti-Prom

While many Gen Zs have or will be attending prom this year, streetwear brand Brujas threw their third annual an Anti-Prom in New York City to kick off pride month. An 18-and-over non-binary celebration, the event was a space for queer and gender-nonconforming youth to get dressed up, dance, and enjoy a prom without the heteronormativity and exclusivity of a traditional prom. Many wore casual streetwear accented with fun neon braids, lace, veils, crystal crowns and, most notably, their “sexuality on full display.” In an effort to include queer and female talent, the Anti-Prom featured performances by up-and-coming artists such as Slim PoppinsLa Goon ChongaFlex Lang, and Young M.A. Coined as “the Met Gala of the underground,” Brujas’ annual Anti-Prom is a perfect example of the desire to update traditions to better fit today's more inclusive world.


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Pride Sneakers

In case you haven’t heard, the “It” sneaker is replacing the “It" handbag. Brands like adidas, Converse, and Nike have released their annual Pride Month collections. Each shoe in the adidas “Pride Pack”–available in the Pure Boost DPR, the i-5932, the Campus, and the Deerupt–features a pastel take on the rainbow flag as well as the “Love Unites” logo. For their part, Converse has partnered with Miley Cyrus and her Happy Hippie foundation to design a whimsical update of the brand’s iconic Chuck Taylor All Star High Platforms, Chuck 70 Highs, Chuck Taylor Highs, and a Chuck Taylor Lows. Meanwhile, Nike is facing criticism for one of the offerings in their BETRUE Pride Month collection for their use of the pink triangle symbol. ACT UP New York has raised questions over who has the right to use these symbols and how brands should allocate the funds they raise on these collections. The controversy is a reminder to all, that brands must be mindful when venturing into issues of social justice.

Personals

Earlier this year, the LGBTQ+ community mourned the loss of the Craigslist personal section. Pre-dating apps, personal ads were one of the few tools available to members of this community to connect with one another. New text-based dating app, Personals, brings the concept into the modern age. The Personals app is the next iteration of the @_personals_ Instagram account which exclusively posts newspaper-style personal ads to their 30k followers. Account owner, Kelly Rakowski, was inspired to create the app after the Instagram account received an overwhelming response; according to Rakowski, the account receives over 400 submissions per month. Describing itself as “a text-based dating & community app for queers,” Personals is the latest in a growing trend of dating apps rejecting the photo-based swiping formula for a more intimate approach and (hopefully) more meaningful connections.

Loewe X Visual Aid

Seamlessly merging brand identity with important cultural moments, LOEWE’s creative director Jonathan Anderson has launched a capsule collection in honor of Pride Month. Retailing at $99, the collection consists of four screen-printed crewnecks featuring curated stencil pieces paying homage to the work of artist David Wojnarowicz. One shirt in the collection features a photographic portrait of the legendary gay rights activist and artist himself. A filmmaker known for his political work and advocating for social justice, Wojnarowicz's AIDS diagnosis directly influenced his filmmaking, writing, and art. With all profits going directly to Visual AIDS, an organization that supports HIV positive artists, these celebratory shirts are a great way to support the next generation of creatives through fashion.

Kristin Castillo