Gap is championing LGTBQIA+ rights with a new collection for 2019 Pride Month.
The fashion brand has unveiled a ready-to-wear series honoring the diversity of the LGTBQIA+ community and the author Jodie Patterson's ‘chosen family.' A black and white campaign sees the writer and her friends, relatives, mentors, and neighbors model pieces from the collection decorated with messages of love and acceptance.
"Celebrating love has been an inherent part of Gap's DNA from the beginning, and Jodie Patterson and her chosen family are full of love," says Alegra O'Hare, Chief Marketing Officer of Gap, in a statement. "It was important for us as a brand to take a stand for what we believe in and create a meaningful campaign that shines light on the LGBTQIA+ community and their incredible stories."
Writer and activist Patterson, who has a transgender son and is known for her book "The Bold World: A Memoir of Family and Transformation," added: "My family is complex and layered. We come from all over the world, speak over 5 languages, pray in unique ways, identify across the spectrum, love as we see fit. I am so proud of GAP for seeing us and centralizing us. In the midst of all this decisiveness, some decide to come together and simply say YES."
Gap has also announced a partnership with the United Nations Foundation and UN Free & Equal, a campaign promoting equal rights and fair treatment for lesbian, gay, bisexual, transgender, and intersex people globally. The brand will donate 15% of all sales from its 2019 Pride collection (which spans pieces for men, women, kids and babies) to the campaign, from May 26 through July 6.
Gap isn't the only brand honoring Pride Month through fashion: Calvin Klein, Tommy Hilfiger, Ralph Lauren and H&M have also announced special collections rolling out over the next few weeks.