As Pride Month celebrations kick off across Europe, Primark is celebrating with a new campaign.

Centered on the message "Be Authentic, Be Proud, Be You," the campaign showcases the power of freedom of expression and represents the diversity of the brand's employees and customers.

New collection

The new collection, launched in conjunction with the campaign, includes clothing for adults and children, as well as accessories such as hats, socks, and bags. Consumers also have access to limited-edition Pride reusable cleansing pads for removing makeup or glitter.

New additions to the collection include a crocheted shirt and vest set in rainbow colors, as well as a selection of t-shirts inspired by music legends. This year also sees the return of the gender-neutral clothing range, which can be worn as underwear or not, and is made from lycra, adaptable to different shapes and sizes. Available in sizes 2XS to 2XL, this inclusive range, which will only be available at Primark Colombo, includes two seamless tops, shorts, and a jumpsuit, and is designed to be affordable, with prices starting from €4,50.

Charlie Magadah-Williams, Head of Diversity & Inclusion at Primark, states that, “ This year, we really wanted to capture that special moment when the image we project to our customers accurately reflects how we feel internally and the pride that comes from it. Authenticity is at the heart of our campaign, from the most beautiful images and stories to our inclusive product range and our commitment to supporting LGBTQI+ organizations in Europe and the United States. For us, Pride Month is more than just a month of festivities; it represents a year-round commitment to our LGBTQI+ employees and customers, advocating for equal rights and opportunities. From our products to our policies, it’s about ensuring everyone has the opportunity to find their place .”

Primark employees will participate in Pride events in 18 cities across its markets, including Dublin, Krakow, Brooklyn, Manchester, and Madrid. The brand will also host events for customers in select stores.

The collection has been available in stores since June 1st, with prices starting at €4,50 for clothing and €1,30 for accessories in the range.

Social Responsibility

This year, Primark is also contributing €175 to various social solidarity institutions in Europe and the United States, all dedicated to supporting the LGBTQI+ community, including The Proud Trust (United Kingdom), Belong To (Ireland), FELGTBI+ (Spain) and Youth Pride (Netherlands).

For the sixth consecutive year, Primark will donate another €115 to its partner ILGA World, the International Lesbian, Gay, Bisexual, Trans and Intersex Association, with the aim of promoting equity and equality for members of the community. Since 2018, Primark has already contributed more than one million euros to LGBTQI+ institutions.