Pride 2024 | Purpose Over Promotion
For Pride 2024, we set out to move beyond the traditional campaign model and instead focused on delivering meaningful, lasting impact. Recognizing the limitations of performative gestures, we made a deliberate decision to reallocate resources—time, budget, talent, and platform—toward initiatives that would directly support the LGBTQ2S+ community.
Taking the lead on this shift in approach, we partnered with Get Real to support trans students attending their first prom—an important life milestone that is too often inaccessible or alienating for those without affirming support systems. Our role went beyond sponsorship. We leveraged our expertise in tailoring, styling, and storytelling to create custom suits that allowed each student to feel confident, comfortable, and seen.
This initiative not only aligned with our brand’s purpose of helping people express themselves through personal style, but also demonstrated how a fashion retailer can use its core strengths to foster belonging and uplift underrepresented voices. By prioritizing impact over promotion, we deepened our commitment to inclusion in a way that felt both authentic and actionable.
Cinematographer: Lucah Rosenberg-Lee Director | DP 1: Adam Crosby | DP 2: Anush Aysheikh | Camera 2: Pablo Gaitan | Sound Recordist Marco Furgiuele | Creative Directior: Grace Boivin
It was important that as many of our Pride initiatives as possible directly supported the community we were celebrating. To bring this to life visually, we collaborated with artist Katt Tapp to design a window installation that reflected our brand’s values and purpose—celebrating self-expression across all identities. The result was a bold, inclusive display that honored the diverse voices that make up our community and reinforced our ongoing commitment to visibility and support.
