Promoting Pride is consistent with a broader message shared by many fashion brands: that consumers can express their identities through their clothes.Īs always in China, there’s a large and lucrative potential market. Now, with Pride Month underway, fashion brands are pushing local limits by bringing their lesbian, gay, bisexual, transgender, queer or questioning and intersex (LGBTQI) campaigns to China.Ĭoach, Diesel, Nike, and Old Navy are all sponsoring Shanghai Pride, which runs from June 8-16, while Adidas, UGG, Levi’s and Esprit are among the brands launching capsule collections they hope will resonate with the Chinese LGBTQI community and their supporters.
The excitement spilled over into mainland China, where gay marriage is not permitted, with the trending topic #TaiwanOkaysGayMarriage# receiving 590 million views on Weibo. Despite official censorship of LGBTQI content in China, a number of global fashion brands have stepped up to sponsor this year’s Shanghai Pride festival in pursuit of the $300 billion ‘Pink Yuan’.īEIJING, China - Last month, Taiwan became the first place in Asia to approve same sex marriage.
