Agenda-setting intelligence, analysis and advice for the global fashion community.

The Year Pride Went Beige

As Pride month kicks off, some brands have eschewed rainbows for a more subdued take on LGBTQ+ activism.

Many Pride items this year feature neutral tones with small pops of rainbow. (Various)

05 June 2025

For the past half-decade, Connor Clary has racked up tens of millions of TikTok likes for his sardonic reviews of branded Pride collections. In previous years, he poked fun at what he dubs a “rainbow barf” aesthetic, including a Target shirt saying, “Sorry, can’t think straight” with a picture of a rainbow-hued brain or a bright green boilersuit with the word “Gay” plastered in yellow across the back.

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Why Fashion Went Silent on Pride This Year

Fearing backlash and boycotts, many large brands have pulled back on pro-LGBTQ displays and collections this month. Smaller rivals see an opportunity to fill the gap.

Fashion’s Pride Month Lesson

As retailers’ commitment to activism faces criticism from all sides, companies must decide if they’re going to double down or stand back.

How to Do Pride Marketing Right

With parades cancelled and civil rights protests top of mind, many fashion brands are rethinking how they show their support for the LGBTQ community.

About the authors

Brennan Kilbane

Brennan Kilbane is News and Features Editor at The Business of Beauty. He is based in London, and supports BoF’s coverage of the multifaceted cosmetics industry, from fine fragrance to wellness trends.