This year’s branded Pride collections are looking a little…beige.As brands are navigating political pressure against DEI from the Trump administration, many are scaling back public displays of LGBTQ+ support this Pride Month. Young consumers are calling out the shift on TikTok, noting that items labeled for “Pride collections” from brands like Target and Adidas now look like every day, neutral basics. (With small, hardly noticeable rainbow features.) While some legacy brands like Kiehl’s and Sephora continue to stand firm in their commitments through donations and campaigns, others appear to be playing it safe to avoid controversy, while still trying to play the side of allyship, too. The result? A Pride season that feels less vibrant when it comes to brand support, raising questions about authenticity, performative allyship, and what it means for corporations to truly stand with the LGBTQ+ community. (BoF)
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