Let’s be honest: Pride Month fashion often teeters on the edge of rainbow-washed capitalism. For years, we’ve watched major brands rush to slap a rainbow on their logos come June, only to retreat the moment the calendar flips to July. It’s a valid critique — performative allyship is still allyship-lite. But while the tide of backlash against rainbow-washing has forced brands to tone it down, especially in the US — the very country that federally designated June as Pride Month — the industry hasn’t entirely lost its glitter.
And frankly, it’s not all bad. When done right — with transparency, genuine collaborations, and community support — Pride collections can be more than surface sparkle. They can be loud, joyful, and unapologetically queer.
Let’s not forget Versace’s iconic 2022 link-up with Cher — a match made in diva heaven. The Chersace collection was camp, comfy couture and completely unforgettable. Or Jean Paul Gaultier’s gender-neutral fragrance launch in the same year — a bold move that challenged traditional binary branding in beauty. And while brands have been more cautious in their messaging post-2020s backlash, it’s still meaningful to see global names put queer visibility front and centre.
Especially when the US — once a leader in progressive Pride campaigns — appears to be backpedalling. On his first day back in office, Donald Trump signed executive orders aimed at dismantling federal Diversity, Equity and Inclusion (DEI) programmes, threatening decades of work toward inclusive representation. In a climate like this, every glitter platform boot and rainbow-stitched tee feels like resistance.
However, here’s how some brands are getting it (mostly) right in 2025:
Levi’s
This year’s drop is more than merch — it’s a wearable archive. Once a symbol of persecution, now stitched proudly onto a denim jacket — the upside-down pink triangle stands tall at the heart of the 2025 Pride collection, Meet You in the Park. Designed by a team that includes queer creatives and rooted in archival research, the collection reclaims historic motifs with thoughtful intention. Fronted by a vibrant cast — from country artiste Shayne Gottlieb to San Francisco queer bar owner Malia Spanyol — the campaign brings together voices that embody the style, strength and soul of queer identity across generations.
Giving back: $100,000 donated annually to Outright International.
Converse
Celebrating its 11th year, Converse amps up the volume of the Proud to Be collection, with the tagline: “For those prouder than ever to be themselves.” The vibrant line features animal prints and flame motifs across classic silhouettes like the Chuck Taylor All Star, a knee-high style and other platform styles and sneakers.
Giving back: $3.4 million donated since 2015 to LGBTQIA+ groups like The Ali Forney Center and It Gets Better; non-profit partners are listed as It Gets Better, IGLYO and Homotopia.
Betsey Johnson
Betsey’s signature maximalism is in full swing with glitter platforms, vivid handbags and eye-catching jewellery. It’s unapologetically queer, theatrical and perfect for the dance floor.
Giving back: $1 per item goes to EJAF via ShoppingGives.
Puma
Refusing to step back from DEI, Puma makes a football-inspired statement with terrace graphics, gender-neutral kits, an Easy Rider Pride sneaker, the Cool Cat 2.0 Pride slide, and those Palermo Pride sneakers. The Equal Love Confederation collection, launched under its Equal Love banner, is giving strong Y2K vibes.
Giving back: Longstanding partner of The Trevor Project and GLAAD.
Vans
Surf culture advocating for LGBTQIA+ rights? Why not! Designed in collaboration with Queer Surf founder Kyla Langen, Vans dials into global LGBTQIA+ surf culture this month. It’s fresh, full of soul, and aims to expand access to nature and representation in outdoor sports with sneakers that come in multiple shades and designs.
Giving back: Continues its tradition of June donations and spotlighting queer grassroots movements.
Diesel
The denim brand has collaborated with the Tom of Finland Foundation for their third consecutive collab that is a cheeky tribute to queer erotic art. Expect jockstraps, tees and hoodies bearing classic Tom of Finland illustrations — a bold nod to pleasure politics. Thank God, it is not the same old splashing of the seven colours and stamping “love is love” on random tees.
Giving back: Proceeds go to the Foundation to preserve and promote erotic art history.
Guess Watches
This campaign makes a softer statement, encouraging self-expression through colour and design. The timepieces are simple yet symbolic.
Giving back: $25,000 donation to The Trevor Project.
MAC
Grammy-winner Kim Petras returns as the face of MAC’s Viva Glam, repping trans excellence in the beauty space. The lip gloss line has expanded and a limited-edition range is available during this Pride month. The gloss? Fierce. The mission? Even fiercer.
Giving back: 100 per cent of proceeds from the gloss plus $1 million pledged to LGBTQIA+ organisations like The Trevor Project, Hetrick-Martin Institute and It Gets Better.
Calvin Klein
Because what’s Pride without a thirst trap? Calvin Klein leans into sensuality with Cooper Koch fronting their latest line of genderless underwear and pastel basics under their This Is Love campaign. Provocative? Always. But it’s also a celebration of fluidity and freedom. The lifestyle brand has been vocal about queer rights and has Pride-themed products all year round. With Veronica Leoni, a queer person, spearheading the brand, these continued efforts are not surprising.
Giving back: Advocacy partner of PFLAG, donated to ILGA World and Transgender Law Centre.
Despite a more muted landscape in the West — particularly in the US where DEI efforts are under threat — global fashion brands haven’t entirely retreated into the closet. In fact, many are pushing back with bolder, more intentional collections and donations. Sure, the capitalism critique is fair. But seeing trans icons front campaigns, queer artists designing collections, and major funds funnelled toward LGBTQIA+ advocacy? That’s worth acknowledging.
So yes, we’re side-eyeing the rainbow capitalism. But we’re also snapping up those mesh tees, glitter heels and embroidered patches — because every bit of visibility still counts.
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