Calvin Klein has already started its Pride celebrations with its latest campaign, ‘This is Love.’ The visuals celebrate intersectionality, highlighting the upcoming collection’s underwear and activewear in the Pride flag colors. In the campaign, Black is Beauty; Brown is Power; Pink is Sex; Orange is Healing; Yellow is Sunlight; Tan is Harmony; White is Nonbinary; Turquoise is Magic, and Blue is Serenity. The apparel features “This is Love” printed throughout, worn by various actors in an artistic depiction of unity.
Calvin Klein aims to highlight its support of the queer community with the campaign. The brand has also raised $400,000 to support organizations fighting for LGBTQ+ equity and safety. Calvin Klein works with multiple resources that support LGTBQ+ education, inclusion, and justice and encourages consumers to visit its website to learn about its Pride initiatives. The ‘This is Love’ campaign images and apparel are available on the Calvin Klein website.
Image Credit: Calvin Klein
Key Themes Behind This Trend
- Intersectional Pride Apparel
- There is an opportunity to create more intersectional pride apparel that celebrates the diversity within the LGBTQ+ community.
- Supporting LGBTQ+ Causes
- More brands can follow Calvin Klein's lead in donating to organizations that support LGBTQ+ education, inclusion, and justice.
- Artistic Depictions of Unity
- Brands can explore creating visually stunning campaigns that celebrate unity within the LGBTQ+ community.
Where This Applies
- Fashion
- Fashion brands can explore creating more Pride-themed collections and apparel.
- Non-profit
- Non-profit organizations can benefit from more donations from corporations supporting LGBTQ+ causes.
- Marketing
- Marketing agencies can explore creating visually compelling campaigns that celebrate diversity and unity within communities.
