Calvin Klein’s campaign #ProudInMyCalvins showcases the personal journeys of people from the queer and trans community. Highlighting the importance of LGBTQ+ representation, the campaign tells the poignant stories of people and their journey to self-realization and acceptance.
Celebrating LGBTQ+ creatives such as Arca and Honey Dijon, the campaign features them wearing a piece from Calvin Klein’s Pride capsule line. It also features a short film of each creative and their personal story. This comes at an important time for trans rights – in the US, 18 anti-LGBTQ+ laws are set to be in place by the end of 2021 and, among them, there have been 115 anti-trans proposals. In a statement for pride month, GLAAD says “We must remain centered on the reality that full LGBTQ acceptance cannot be achieved until we protect the most vulnerable among us.”
Drawing on intimacy and belonging, Calvin Klein's campaign goes beyond just lip service support as the brand has collaborated with initiatives like The Trevor Project – a suicide prevention platform for the LGBTQIA+ community – and has contributed to the Transgender Legal Defense & Education Fund. With rainbow-washing being called out, there's a need for brands to do more than just surface-level messaging and prove their support for inclusion. For example, Vans Love Letters to Skateboarding discusses the experiences of LGBTQ+ skaters while Jägermeister collaborated with the Lesbian Bar Project to save the 15 lesbian bars left in the US.
Jonathan Hassall is a senior behavioural analyst working in the data and insights team at Canvas8. A published academic with a Masters degree in Psychology, he’s brought cutting-edge research techniques to some of the largest brands in the world. Can usually be found immersed in niche musical genres, or being a doting father to a panoply of plants and a primadonna cat.