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.
What's Driving This Trend
- Retro Graphic Pride Clothing
- Opportunity to create more inclusive retro fashion lines for the LGTBQIA+ community, featuring bold graphics and messages of love and acceptance, while also supporting social organizations promoting equality and diversity.
- #chosenfamily Campaign
- Opportunity to promote social activism through advertising campaigns that highlight the importance and beauty of diverse families and relationships, while also supporting organizations that promote equality and acceptance.
- Diversity-inclusive Advertising
- Opportunity to be more intentional and representative in advertising by featuring diverse families, relationships, and identities, showcasing companies' support for the LGTBQIA+ community while also promoting consumer loyalty.
Who This Affects Most
- Fashion
- Opportunity for clothing companies to create more inclusive fashion lines, while also partnering with charitable organizations to support equality and diversity.
- Advertising
- Opportunity for advertising agencies to create campaigns that showcase diverse families, relationships, and identities, while also promoting social activism and support for organizations promoting equality and acceptance.
- Non-profit
- Opportunity for non-profit organizations to partner with businesses to promote equality and acceptance, using advertising campaigns and product sales to raise funds for their causes.
