Where did the rainbows go this Pride Month?

Rolling Stone, Vogue, and nss G-Club have all named our Pride capsule with Diesel as a sight for sore eyes amongst a sea of brands entirely abandoning their Pride campaigns or releasing merchandise as an afterthought. 

Manuela Irena D’Orso asks “What happened to all the rainbow washing?” in nss G-Club‘s coverage of Pride Month Fashion, noting, “This year’s Pride Month carries a different energy, one that is duller and heavier. It almost feels as though the rainbow has vanished…near-total absence of rainbow washing within the fashion industry sends a silent yet deafening message.” D’Orso then stresses, “the only luxury brand to break ranks was Diesel, which marked Pride with a capsule collection in collaboration with artist Tom of Finland.” 

Meanwhile, Vogue shouts Diesel out  in their article “Why Is It So Hard to Find Good (Non Cash-Grab) Pride Merch?” Deeming it “Pride merch with intention” that is “partnering with LGBTQ+ causes to use fashion for good. And better yet, in addition to the charitable components, the designs are even tasteful, too.”  

In their round up of “12 Pride Month 2025 Collections from Brands We Can Actually Get Behind” Rolling Stone writer Sage Anderson states, “Authenticity is clearly key here, and despite industry-wide hesitancy, the brands that are putting their money where their mouth is are choosing to donate to worthy causes and stand up to hate.” They highlight Diesel x Tom of Finland as a collection that goes to a “prominent and worthwhile cause”.  

FIND THE CAPSULE HERE ⬇️

Published: 10th June 2025

Categorised in: News