Gap is the latest brand to reveal its plans for LGBTQ Pride Month, which officially kicks off in June.
The “Love All Ways” campaign, which coincides with the retailer’s 50th anniversary, puts a spotlight on the family of Jodie Patterson, an author, LGBTQAI advocate and mother of five children, one of whom is her transgender son. Patterson recently wrote The Bold World: A Memoir of Family and Transformation, which shares her experience raising a transgender child.
In a series of spots, Patterson and her “chosen” family—friends, relatives, mentors, neighbors—are captured in black and white films that explore the very definition of “family” and what it means in today’s world.
The retailer has also released a dedicated Pride-themed collection that includes clothing and accessories for men, women, kids and babies. From May 26 through June 6, Gap will donate 15% of sales from the Pride collection to the United Nations Foundation in support of U.N. Free & Equal, a campaign that promotes equal rights and fair treatment for lesbian, gay, bisexual, transgender and intersex people globally.
According to Gap, 2019 marks the fourth consecutive year it has partnered with the U.N. Free & Equal campaign.
Gap’s “Love All Ways” campaign is one of the first to debut under the leadership of Alegra O’Hare, who was appointed senior vice president and chief marketing officer at Gap in February of this year. For this year’s Pride, she said the brand wanted “to do something bigger and more cohesive than previous years” to really hone Gap’s core values of celebrating individuality and championing diversity.
O’Hare said this effort will serve as a springboard of sorts for future campaigns.
“The Pride campaign is the kickoff to the new brand platform strategy and strategic direction targeting a new generation of consumers,” she said. “For fall and holiday we will be celebrating Gap’s heritage and will continue to keep inclusivity and diversity at the forefront of our communications.”