Gap, the all-American clothing brand, has released the Gap 2019 PRIDE collection featuring retro graphics displaying messages of love and acceptance. 2019 marks the 50th-anniversary of Stonewall Riots, an important historical moment for the LGTABIA+ movement for equality, as well as the 50th-anniversary of Gap's first San Francisco location.
The campaign features author and social activist, Jodie Patterson, who wrote 'The Bold World: A Memoir of Family and Transformation.' The book details her experiences as the mother of Penel Ghartey, her transgender son, and explores gender, race, and identity politics. The campaign centers around #ChosenFamily, with stunning black and white photos of the author's diverse family. For the fourth consecutive year, Gap will support the diversity of the LGTBQIA+ community by partnering with UN Free & Equal. The foundation is part of the United Nations Foundation and seeks to promote equality in the community. From May 26 to July 6, 15% of the sales from the collection will be donated to the foundation.
With more enterprises working to promote equality and acceptance, it seems social activism is crucial for consumer loyalty.
Image Credit: The Gap Inc.