This year, Primark is proud to donate £150,000 (~$186,000) to several local charities in Europe and the US, all dedicated to supporting the LGBTQI+ community, as we work towards a future where everyone can be their authentic selves . In the UK, the retailer will donate £30,000 (~$38,233) to The Proud Trust, an LGBT+ charity with a mission to empower young people to be proud of who they are. The Proud Trust provides support nationally through youth groups, mentoring programmes, live chat features, as well as working with adults in positions of trust, including schools and other children's services, helping them make spaces more inclusive.
Primark's 'Be Authentic, Be Proud, Be You' campaign celebrates self-expression and diversity, pledging £150,000 to LGBTQI+ charities, including £30,000 to The Proud Trust and £100,000 to ILGA World. The new collection features sustainable clothing and accessories, including a gender-neutral range. Primark will also host Pride events in selected stores in 18 cities.
Primark will also donate a further £100,000 (~$127,502) to its long-term charity partner, ILGA World, the International Lesbian, Gay, Bisexual, Trans and Intersex Association, as they move forward to promote fairness and equality for members of community. . This is Primark's sixth year of partnership with ILGA World and brings the retailer's contribution to LGBTQI+ charities to over £1 million (~$1.24 billion) since 2018.
The new collection launching alongside the campaign includes clothing for adults and children, as well as must-have accessories such as hats, socks and bags, designed to be worn again and again. Customers can also purchase limited-edition Pride reusable cleansing pads, perfect for removing makeup or glitter.
New to the collection are a rainbow crochet t-shirt and vest set, as well as a selection of t-shirts inspired by music legends. Also returning this year is Primark's range of gender-neutral basics, which can be worn as underwear or outerwear and are made from adaptable Lycra elastane, offering stretch and recovery properties to fit different shapes and sizes. Available from 2XS to 2XL, the inclusive range includes two seamless tops, a pair of shorts and a jumpsuit and is designed to be accessible and affordable for as many people as possible, with prices starting at £4. All clothing in the collection is made from recycled or more sustainably sourced materials, as part of Primark's ongoing commitment to making more sustainable fashion affordable for everyone.
Charlie Magadah-Williams, Director of Diversity and Inclusion at Primark said: “This year, we really wanted to capture that special moment when our outside appearance represents exactly how we feel on the inside and the pride that comes with it. Authenticity is at the heart of our campaign, from the beautiful imagery and storytelling to our inclusive range of products and our commitment to supporting LGBTQI+ charities in Europe and the United States. For us, Pride is more than just a month of festivities; represents a year-round commitment to our LGBTQI+ colleagues and clients, championing equal rights and opportunities. From our products to our policies, we're about ensuring everyone experiences the joy of finding where they belong.”
The retailer collaborated with its network of LGBTQI+ colleagues, providing a safe space for community members and allies to feel represented, supported and heard in the development of this year's range and campaign. Primark colleagues will take part in Pride events in 18 cities across their markets, including Manchester, Glasgow, Dublin and Madrid.
The brand will also host customer-facing events at a selection of stores, celebrating Pride with the LGBTQI+ community at multiple locations.
The collection arrives in all Primark stores from June 1, with clothing available on Click + Collect in the UK. Prices start from £4 for clothing and £1 for accessories from the range.
Note: The content of this press release has not been edited by Fibre2Fashion staff.
Fiber2Fashion News Desk (RM)
