With the 50th Anniversary of Stonewall rapidly approaching this June, it made sense to think that that some of the biggest brands in New York City would be doing some pretty memorable campaigns this summer to celebrate this monumental anniversary. The legendary Saks Fifth Avenue is taking it one step further though, partnering directly with the Stonewall Inn Gives Back Initiative on a Pride campaign featuring some amazing (and quintessentially “New York”) faces. A social media campaign kicked off this week featuring LGBT actors, performers and allies ranging from luminaries like Amanda Lepore, Dionne Warwick, RuPaul’s Drag Race’s Miz Cracker, and Nico Tortorella. Additionally, a multi-brand capsule collection of unisex products has been launched, with 40% of the net proceeds from the collection being donated to SIGBI, starting with a minimum donation of $100,000.
“When we first started the conversation with the Stonewall Inn, I was very excited — not only because of the important work that they do, but because of the critical place they hold in the history of LGBTQ rights,” Emily Essner, Senior Vice President of Marketing and Digital at Saks Fifth Avenue said in a released statement. “Through our comprehensive partnership, we hope to bring attention to issues affecting this community by utilizing our platform to support our diverse customer base and celebrate individuality in all its forms.”
The collection also features designs made in tandem with designers ranging from Stella McCartney, Prabal Gurung, Oliver Rousteing of Balmain, and shoe impresario Christian Louboutin.
The collection features items of all price points, ranging from pins for $15 as well as pricier items like a Judith Leiber purse for $5,495. The store will also be selling PRIDE: Photographs After Stonewall, a photography book by Fred W. McDarrah. The collection launches May 15.
“So much of what we take for granted today is due to the strength, sacrifices and struggle of previous generations,” Rousteing shared. “I am in awe of the audacity of the Stonewall resisters and honored to be a part of this initiative that honors them. Today, their story serves as a particularly timely example to all, making clear that each of us possesses enormous power to continue the fight for justice, rights, and needed changes.”
(All Photos Courtesy of Saks Fifth Avenue)