Primark supports Pride movement with donations, fashion collection and campaign

It’s been a busy couple of weeks for Primark on the good-for-society front. Fresh from becoming the principal partner and official outfitter to Soccer Aid for UNICEF last week, the fashion/lifestyle retailer is now gearing up to support the month-long Pride movement celebrations.

Celebrating “the joy of authenticity, self-expression, and living in a way that says ‘this is me’ every day”, Primark will donate £250,000 to related charities across Europe and the US, dedicated to supporting the LGBTQI+ community.

As Pride events start across Europe, Primark “is celebrating the joy of dressing, accessorising and living in an authentic way”, with a new campaign.

Centring on the message – ‘Be Authentic, Be Proud, Be You’ – the campaign “showcases the power of self-expression and represents the diversity of the brand’s colleagues and customers”.

This year, the retailer’s pledging £150,000 to various local charities across Europe and the US, all dedicated to supporting the LGBTQI+ community. In the UK, the retailer will also donate £30,000 to The Proud Trust, a LGBT+ charity.

Primark will also donate a further £100,000 to its long-term charity partner, ILGA World, the International Lesbian, Gay, Bisexual, Trans and Intersex Association, marking its sixth year of support.

The just-launched collection alongside the campaign includes clothing across adults and kids, as well as accessories like hats, socks and bags.

New to the collection is a rainbow crochet shirt and vest set, as well as a selection of T-shirts, inspired by music legends. Also returning this year is Primark’s gender-neutral base-wear range, that can be worn as underwear or outerwear and is made from Lycra’s adaptive elastane, offering stretch and recovery properties to fit different shapes and sizes.

Available from 2XS – 2XL, the inclusive range includes two seam free tops, a pair of shorts and unitard with prices starting from £4.

All of the clothing in the collection is made using recycled or more sustainably sourced materials.