The 'Celebrate Yourself' campaign is a branding stunt by online underwear retailer MeUndies, which features YouTube stars, Olympic athletes, singers and actresses stripping down to support LGBTQ youth.
The ad features Olympic athlete, Gus Kenworthy, who came out in a 2015 ESPN Magazine cover story, and the singer behind the queer anthem "Girls Like Girls," Hayley Kiyoko, along with other prominent queer voices, like Ally Hills and Stevie Boebi.
The new line of underwear, which is adorned with rainbows and polka dots was released to coincide with pride month in June. $1 from every pair sold will be donated in support of The Los Angeles LGBT Center to help expand its youth center. The Celebrate Yourself campaign centers around the idea that self love doesn't have to be a grand gesture -- it can be as simple as putting on your favorite pair of underwear.
What's Driving This Trend
- Queer-supportive Advertising
- There is an opportunity for retailers to create ads that are supportive of the LGBTQ+ community and to donate sales to relevant institutions to encourage inclusivity.
- Celebrity Endorsements for Social Good
- Brands can leverage the influence of public figures in campaigns to raise awareness or to support social issues, such as donating proceeds to non-profit organizations.
- Limited-edition Pride Collections
- Companies can launch special collections, such as clothing or accessories, with rainbow or other Pride-inspired visuals, donating a portion of the proceeds to organizations that help the queer community.
Who This Affects Most
- Fashion Retail
- The fashion industry can create apparel and accessories with inclusive messages, using diverse models and actors to showcase their clothing and selling these collections on their e-commerce store.
- Marketing & Advertising
- Marketing agencies can partner with nonprofits to create campaigns such as product launches, digital ads, or billboards targeted to the LGBTQ+ community, with the aim of using creative messaging to drive sales and social good.
- Consumer Goods
- Consumer goods such as personal care, skincare, or cosmetics companies can release limited-edition Pride-inspired collections, which can encourage awareness and discussion around LGBTQ+ issues and celebrate self-expression.
