Pride month has passed, but we weren’t planning to stop caring about the LGBTQIA+ community. Awareness about diversity, inclusivity, equality and peace will be continued at M and A. But Pride is more than only a rainbow flag. Everyone lightens up from sunshine, glitters and bright colours, but let’s not forget what is truly important: the message behind the rainbow and the hope for equal rights. We are pushing forward 3 clients of ours, who set the tone and show us how it’s done.

The rainbow is often used as a marketing stunt, also known as rainbow washing. No rainbow washing for Joolz, F. Egidio and O My Bag. These brands added a rainbow to their collection to make a peaceful statement. Each in their own way, with another interpretation. By collaborating with non-profit organisations, they aim to strengthen the voices of the LGBTQIA+.

F. Egidio chooses world peace.

The Italian-Belgian fashion designer goes further than Pride Month only. F. Egidio is known for expressing his social statements in his designs. By adding a rainbow label to his FW22/23 collection, he is aiming for world peace. Today (and every day), we spread love and love only.

Joolz launches their pride-full buggy bar.

Dutch brand Joolz expands their collection with a pride bumper bar. Joolz stands for “team parent” and wants to battle discrimination towards the LGBTQIA+ community with this remarkable rainbowprint. All revenues are going to ILGA Europa, an organisation that speaks up for equality in a family and other LGBTQIA+ rights. Joolz loves to wave a flag for a colourful community and diverse family members. Love makes a family!

O My Bag pride strap.

Handbag brand O My Bag chooses to offer financial support as well. The brand designed a rainbow strap with a bigger purpose. The Dutch Fairtrade label joined forces with the Indian Naz foundation: a NGO that supports the LGBTQIA+ community in India. Through this campaign, O My Bag wants to emphasise the issues that the queer life in India goes through. They hope to communicate the limitations that this audience experiences and to be a voice for them. With all revenues of the straps, they are building a community building and safe spaces in New Delhi for the queer community.