Primark is launching a new Pride range and donating £250,000 to charities in support of the LGBTQI+ community for its latest campaign, alongside a host of other profile-raising initiatives.
The retailer worked closely with its LGBTQI+ colleague network to develop the new range.
“This year, we really wanted to capture that special moment when how we look on the outside represents exactly how we feel on the inside, and the pride that unlocks,” said Primark head of diversity and inclusion Charlie Magadah-Williams.
“Authenticity is at the heart of our campaign, from the beautiful imagery and storytelling to our inclusive range of products and our pledge to support LGBTQI+ charities across Europe and the US.”
As part of the campaign, timed to coincide with Pride month, Primark will also be holding customer-facing events in a selection of stores celebrating the LGBTQI+ community in multiple locations.
Colleagues are set to participate in 18 events across Manchester, Glasgow, Dublin and Madrid.
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The inclusive clothing and accessory collection includes a rainbow crochet t-shirt and vest set, as well as a selection of t-shirts inspired by music legends.
The collection lands in Primark stores from 1 June, with clothing available on click and collect, with prices starting from £4 for clothing and £1 for accessories within the range.
It follows on from the retailer’s new brand look, which it created alongside its global branding partner VCCP.
“For us, Pride is more than just a month of festivities; it represents a year-round commitment to our LGBTQI+ colleagues and customers, championing equal rights and opportunities,” added Magadah-Williams.
“From our products to our policies, it’s all about making sure everyone experiences the joy of finding somewhere they belong.”
