Fashion Brands Temper Pride Expressions Amidst Conservative Wave
Brussel, dinsdag, 1 juli 2025.
In Pride Month 2025, the fashion world signals a remarkable shift in marketing strategies. Under the influence of increasing conservatism, brands are choosing more restrained and discrete designs, with traditionally vibrant Pride collections giving way to subtler representations. Key players like Versace and Erdem maintain some visibility, while many other brands significantly reduce their engagement. This strategic adjustment reflects the tense social context, with brands balancing authentic support and commercial risk minimisation. The movement suggests a broader shift in how businesses approach diversity and inclusivity in an increasingly polarising environment.
Conservative Trend Influences Pride Marketing Strategies
Research by Gravity Research reveals that in 2025, 39 percent of companies plan to reduce their Pride involvement, with no indication of participation expansion [1]. The ‘Pride Month 2025 Pulse’ by Onclusive shows a significant decline in brand visibility, with fewer public campaigns and reduced parade sponsorship [2].
Brand Strategies and Adaptations
Luxury brands such as LVMH, Loewe, Chanel, Hermès, and Saint Laurent have traditionally participated little in Pride initiatives [3]. Versace and Erdem are exceptions, with Erdem specifically launching a unisex Pride T-shirt [4]. Some brands are choosing broader inclusivity themes instead of specific LGBTQIA+ communication [2].
Influences on Brand Decisions
Research reveals that 61 percent of decision-makers directly cite the influence of the Trump administration as a reason for reduced involvement [1]. Brands are balancing authentic support with commercial risk minimisation in a polarised social climate [GPT].