Adeline Servais, Marketing Manager at Levi Strauss & Co has urged brands to reappraise their approach to LGBT+ representation.
Speaking at a panel discussion at M&C Saatchi this morning, Servais lifted the lid on the brand’s approach to LGBT+ representation, urging other brands, “If you don’t do it for the right reasons, don’t do it.”
She revealed that the fashion giant constantly challenges itself to ensure its message is authentic. She explained, “It is not about the product; it is not about the brand. We do not profit from our Pride line. We are doing it for the right reason; it comes from the heart.”
100% of the proceeds from Levi’s Pride clothing line is going to OutRight Action International, which is working to advance human rights for LGBT+ people across the globe.
Levi’s also has an ongoing partnership with Queer Britain, which aims to establish the UK’s first LGBT+ museum. To mark Pride 2019, the brand has launched a photography exhibition entitled Chosen Family. The exhibition will present a collection of stories and images which, according to the brand will “celebrate the diversity and uniqueness of the LGBT+ experience and community.”
Joseph Galliano, Founder and CEO of Queer Britain, urged the audience to question whether brands are simply replacing one stereotype with another. Recalling his tenure editing Gay Times, he said, “We would be excited when we had finally secured advertising with a prestigious car brand, only to have our hearts sink when we saw another topless white man next to a car with a rainbow flag.”