Pride fashion: Five brands sup

Levi’s Pride campaign. Image via Instagram @levis

Pride fashion: Five brands supporting LGBTQIA+ communities

Here are five fashion brands that are supporting LGBTQIA+ organisations through their Pride campaigns this month.

Pride fashion: Five brands sup

Levi’s Pride campaign. Image via Instagram @levis

In honor of the Stonewall riots that took place in New York City on 28 June, the month of June is dedicated to celebrating the freedom, culture and rights of the LGBTQIA+ community in society. 

This Pride Month, Rich Mnisi had Twitter in a twist after posting high-fashion pictures of himself wearing a skirt as he showed support for gender-neutral fashion.

In keeping with the support of the LGBTQIA+ community both, retail and luxury fashion brands have released pride month inspired campaigns. Here is a quick look at five brands and their pride campaigns.

1. H&M 

Retailer H&M launched the Beyond The Rainbow campaign which aims to inspire individuals to share their personal values and support the core values of diversity, equality, and transparency.

The campaign features South African activists Dolla Debbie the alter ego of Siphesihle Duma and Lethabo Matseke. 

“I hope that this campaign goes beyond conversations and incites real activism. We can all be activists for equality and freedom in our spheres of influence and ensure that the spaces we occupy are safe for all marginalised people,” said Debbie according to IOL


Sister of Versace founder Gianni Versace, Italian fashion designer Donatella Versace collaborated with Lady Gaga on a Born This way capsule in form of a limited edition line to raise funds for the singer’s charitable foundation. 

“I am so excited to work with Lady Gaga on the tenth year anniversary of Born This Way. This was a very exciting project for me, Born This Way celebrates individuality, inclusiveness and everything to do with pride,” said Donatella Versace on Instagram. 


The luxury fashion house who recently paired with Crocs to release the Stiletto Crocs, first put out their Pride pieces during the Demna Gvasalia’s pre-fall 21 collection.

The range includes hoodies, T-shirts, caps and sweaters with 15% of sales to be donated to LGBTQIA+ suicide prevention support service, the Trevor Project.


Popular for their range of denim jeans, American clothing company Levi’s is raising funds for OutRight Action International, which fights for the rights of individuals in the LGBTQIA+ community through their Pride collection. 

The collection focuses on the importance of using someone’s correct pronouns in a range of denim as well bucket hats and bumbags.


Rihanna’s lingerie brand Savage x fenty is known for their inclusivity and this month the brand has released their Savage x Pride collection which includes a dual-gender assortment of mesh bras with rainbow embroidery and matching underwear, garter belts, boxer short, knee-high stockings, smoking jackets and more.

The brand will donate to five organisations supporting LGBTQIA+ communities that include GLAAD, Audre Lorde Project, TransLatin@ Coalition, Caribbean Equality Project and Trans Wellness Center.

ALSO READ: Big Apple fashion: Breakdown of Bonang’s R79K pre-birthday outfit