Retailers and fashion brands continue to stand up for what they believe in — supporting Pride — although perhaps not to the degree they did last year when many touted their efforts with public relations to publicize their efforts.
chief executive officer Brian Cornell defended the campaign publicly, but then following threats to employees the chain removed what it described as “items that have been at the center of the most significant confrontational behavior.” Other Pride merchandise is still being sold.
Some retailers remain stalwart. “Macy’s annual Pride + Joy campaign is consistent in scope to previous years,” a Macy’s spokeswoman said.took a similar track with a rainbow-striped heart on its exterior. CVS, meanwhile, used a rainbow-striped heart to adorn $10 Pride pillows in some of its stores. Old Navy has rolled out “Pride for the Family” merchandise for adults, children, toddlers and babies, including such gender-neutral styles as striped rib knit tanks, swim trunks and camp shirts.
One of the hot-button issues in the Target backlash was caused by erroneous reports that the “tuck-friendly” Pride swimwear was for children. The retailer had initially offered select Pride-related merchandise for children. After the media firestorm had subsided, a Target shopper Michael Hoffacker claimed that he and his same-sex partner had recently tried to buy a Pride onesie at a self-service kiosk in the Palm Beach Gardens, Florida, Target store.
On June 10, H&M set a new benchmark for the Guinness Book of World Records, by hosting the largest drag brunch. Four hundred and twelve people turned up at the Brooklyn Bowl for the festivities, which included performances by Aquaria, Dragon Sisters and Vena Cava, among other drag artists. The fast-fashion chain has been supporting Pride marches and events around the country. Unlike previous years, H&M is focusing on activations related to Pride instead of Pride collections.
Despite the backlash a few retailers have received, mostly on social media, for promoting Pride merchandise, both Saks and Macy’s said they were broadening their Pride-related activities. Macy’s is also showcasing exclusive Pride-themed product from LGBTQ-owned brands on macys.com, in stores and on the retailer’s social media channels; supporting local Pride parades including New York City’s Heritage of Pride March on June 25, and hosting activities at select locations. Among the merchandise, there’s exclusive gender-free fashions from The Phluid Project and Non Gender Specific. Macy’s stores in Boston, Chicago, New York City, Philadelphia, San Francisco and Washington, D.C.
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