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Why Fashion Went Silent on Pride This Year

Fearing backlash and boycotts, many large brands have pulled back on pro-LGBTQ displays and collections this month. Smaller rivals see an opportunity to fill the gap.
People marching through a Pride parade with a Pride flag flying high
Once loud and splashy, fashion brands' Pride displays this year are more subdued. (Getty)
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BoF PROFESSIONAL

As Pride Month wound down last summer, Nike made a bold show of support: “No Pride, No Sport,” the company declared on Instagram. “Beyond the month of June, we want to create a culture of belonging where athletes of all identities can move with pride every day of the year,” the caption read.

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Further Reading

Fashion’s Pride Month Lesson

As retailers’ commitment to activism faces criticism from all sides, companies must decide if they’re going to double down or stand back.

The Shifting Politics of Pride Month

Target, Maybelline and others have been caught in an anti-trans backlash. How they respond could shape perception around their brands. That, plus what else to watch for in the coming week.

How to Do Pride Marketing Right

With parades cancelled and civil rights protests top of mind, many fashion brands are rethinking how they show their support for the LGBTQ community.

About the author
Yola Mzizi
Yola Mzizi

Yola Mzizi is the Editorial Associate at The Business of Fashion (BoF). She is based in New York and provides operational support to the New York team and writes features for BoF and The Business of Beauty.

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