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The Future of Pride in Fashion: A Consumer-Driven Choice

As the month of June draws to a close, we take a look back to see what Pride has done for the fashion industry. Or more importantly, what the fashion industry has done for Pride. It appears, however, that 2024 has been on the quiet side in regards to June’s typical Pride-branded products and advertisements for major companies throughout the industry.  

According to Trendalytics via BOF, “Retailers are stocking 7 percent fewer Pride-themed t-shirts compared to last year, and tagged 36 percent fewer beauty products in campaigns tied to the month-long celebration.” With this being said, there are also brands who are taking the stance of Pride being a year-long endeavor, thus, they do not feel inclined to make June alone a celebratory month. 

At Avery Dennison, we believe in the power of self-expression. Not only do we use our resources to create a #StrongerTogether community, but we use our Embelex products to speak for us. Embelex allows you to look the way you want, when you want. For every mood and occasion, we know that our outward appearance can speak volumes. Be free to be you.  

Our UNITE Employee Resource Group uses this month-long event as a time to celebrate the accomplishments of the LGBTQIA+ community and come together as a collective force for good. Our commitment to the initiative shines throughout the year, with June 1st to 30th being highlighted throughout the company the most prevalently. In our efforts to create a welcoming environment for all, we don’t follow an industry trend, but instead, Pride as a lifestyle. 

Will the fashion industry continue to hone in on June as their signature month for Pride celebrations, or will brands start to embody Pride as a state of being? The determining factor comes down to the consumer in most instances. Which will you choose?

Photos courtesy of Whitney Miller, Shiny Penny Studios.