As Australia prepares to celebrate Mardi Gras weekend, some of our favourite brands have used their platforms to boldly—and colourfully—provide support to the local LGBTQIA+ community, amplify their powerful voices and sprinkling in a few more rainbow-coloured additions to our wardrobes. This week, there’s no better time to shop with purpose with plenty of Pride collections being released ahead of the historical parade, with sales and proceeds from items sold benefiting the community.
If you’re not looking to add some more rainbow-coloured items into your already abundant collection, you can always make direct donations to the foundations of your choosing—just a few include Minus18, BlaQ and First Nations Rainbow.
Havaianas
In honour of another anniversary of the amendment to the Marriage Act in Australia, Havaianas celebrated with the launch of the brand’s first-ever Pride collection to show commitment to its commitment to the LGBTQIA+ community. For every pair of rainbow thongs sold, 25 per cent of sales will be donated to Minus18—an Australian charity championing LGBTQIA+ youth, leading change and building social inclusion via life-affirming events for young people, digital resources and education for the whole community. So far, the brand has raised more than $60,000 for the local charity.
On Valentine’s Day earlier this year, the brand trend Bondi’s iconic Icebergs pool into a fifty-metre long LGBTQIA+ pride flag, designed to reinforce Havaianas’ mantra, ‘All Love Welcome.’ The idea was originated by Agency Monster Children Creative.
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Arms of Eve
To celebrate Mardi Gras weekend, local label Arms Of Eve has curated a collection of their signature pride inspired pieces, featuring two rainbow chokers, a stacking ring and three bracelets to show their support to the LGBTQIA+ community.
From February 26 to March 7, 50 per cent of the profits from the styles sold will be donated to First Nations Rainbow & Minus18. First Nations Rainbow advocates for and supports Aboriginal and Torres Strait Islander peoples and LGBTQIA+ communities and Minus18 is an Australian charity that champions youth.
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Arms Of Eve Ariel Necklace, $59; available at Arms Of Eve
Calli
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Levi’s
In keeping with tradition, Levi’s has released its annual pride collection celebrating the LGBTQIA+ community and exploring the importance of “learning and respecting proper pronoun use.” The new campaign, All Pronouns. All Love, is a collection of stories of big love, understanding and optimism—featuring everything from a relaxed t-shirt to denim jackets.
In Australia, proceeds from the collection will be going to charity partner Minus18, an organisation changing the lives of local LGBTQIA+ youth, who also collaborated with the denim brand to create a valuable educational resource around gender-inclusive language. The resource sheds light on the topic of proper pronoun use, providing simple tips that can be used to bring inclusion into their day-to-day lives and show allyship to the LGBTQIA+ community.
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Calvin Klein
With a history that has long supported the LGBTQIA+ community, Calvin Klein has been inspired by the movement, releasing gender-neutral fragrances since 1994 and dedicated Pride collections since 2018, starting important conversations globally through their hashtag #PROUDINMYCALVINS. This year, the brand is acknowledging and supporting Indigenous Australians by partnering with BlaQ—an organisation that empowers the Aboriginal and Torres Strait Islander LGBTQIA+ community through innovation, inclusion, understanding and advocacy.
Calvin Klein has donated $100,000 to the local charity and will be donating 0.30c AUD from the sale of every Pride item in Australia during 2021.
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Sunglass Hut x Doodad + Fandango
Joining forces in the name of love, Sunglass Hut collaborated with designer, jeweller and artist Nikita Majajas of Doodad + Fandango to recognise “all the shades of lovers of the LGBTQIA+ community”, who will be celebrating their pride at the Sydney Gay and Lesbian Mardi Gras parade, creating a limited edition rainbow heart sunglass chain. The two powerhouse brands have teamed up with local charity Twenty10, which supports LGBTIQA+ youth through housing, mental health, counselling and social support, with 10 per cent of all sales of frames with the gift with purchase to go to the charity.
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The Upside
In the lead up to Mardi Gras, The Upside are donating all profits from their Unisex Rainbow Muscle Tank to Twenty10, Australia’s longest-running LGBTIQA+ youth organisation which supports the community by providing housing, case management, peer-led counselling, legal and health services where needed.
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