PARIS — Viktor & Rolf has inked a long-term partnership with GLAAD, the LGBTQ media advocacy group, together with a digital marketing campaign set for Pride month, beginning June 21.
“We needed to associate with a corporation with an extremely strong historical past of defending LGBTQ+ rights,” Viktor Horsting and Rolf Snoeren stated collectively.
Executives at L’Oréal, which holds the V&R perfume and magnificence license, dialogued with the designers.
“We had lots of discussions about what we might do collectively as a model — style and fragrances — actually to unfold the message,” stated Guillaume de Lesquen, world president, worldwide designer model fragrances, at L’Oréal, describing it as one in all love, equality, inclusion and acceptance.
The marketing campaign, known as “Free to Love, Free to Be Me,” consists of movies made by LGBTQ influencers and activists, consists of drag artists Miss Fame and Tia Kofi; choreographer Ryan Heffington; dancer and content material creator Donte Colley; life coach and activist Barrett Pall; mannequin and influencer Baptiste Giabiconi; author and activist Raquel Willis, and transgender activist Geena Rocero.
“With the steerage and partnership of GLAAD, we hope that these tales will resonate with people throughout the globe, placing us one step nearer to equality and acceptance,” stated the designers. “This partnership is a mirrored image of the model’s ongoing effort to advocate for the LGBTQ+ neighborhood, in addition to a testomony to the core values which have formed the model since its inception.”
For the marketing campaign, folks have been requested to create spots — utilizing GoPros or cell telephones — about their interpretation of “freedom.”
“The thought was to faucet into what freedom means to us — it’s the power to be your most genuine self,” stated Horsting and Snoeren. “Representation is a elementary step in the case of acceptance and equality. We imagine that when LGBTQ+ tales are shared authentically and truthfully, it creates a optimistic dialogue across the LGBTQ+ expertise. Sharing these genuine tales is a strong technique to problem stigma and stereotypes that permeate societies all through the world. For us personally, the significance of advocacy work has in fact been knowledgeable by our personal expertise as proud and vocal members of the LGBTQ+ neighborhood.
“We selected to associate with a gaggle of gifted LGBTQ+ influencers and activists, who will supply a lens into the genuine LGBTQ+ expertise,” they continued. “Through these tales, we hope to amplify LGBTQ+ voices and share a message that may resonate with anybody scuffling with their id or acceptance.”
Miss Fame (née Kurtis Dam-Mikkelsen) has had a longstanding relationship with V&R, most just lately as an envoy for its Flowerbomb perfume.
“Freedom is an evolution of self,” stated Miss Fame, explaining the artwork type of drag was liberating and let their female facet shine by means of. “Identifying as a male at first of my journey by means of drag in my early 20s I actually was capable of say: ‘This is me right here, and that is me right here after I’m in full drag.’ But as I’ve continued to discover my femininity by means of the artwork kind, I’ve found that it’s much more fluid than that.
“I’m exploring my fact, and I’m doing lots of issues in non-public to seek out my energy,” stated Miss Fame. “Sometimes we really feel pressured by society to say: ‘I’ve to personal that title right now.’ Sometimes you don’t, you’ve simply received to take time to your self and discover what feels sturdy for you in your personal bubble, with your personal sacred folks, the place you possibly can say: ‘I’m on a journey.’ You can take your time. Do not really feel pressured or obligated to verify any packing containers. If we will, perhaps we’ll take away the packing containers, and once we’re prepared we are saying: ‘OK, I discovered a spot that actually suits me.’”
For the marketing campaign, the performer and activist filmed at residence.
“I used to be just about captured in my very own house the place I dwell, suppose and oftentimes I’m speaking to my husband about my fears, frustrations and celebrations — when we now have a win,” stated Miss Fame. “So having this chance to create from my residence, I used to be a bit anxious, as a result of I do defend my sacred place from the general public. And additionally, I wasn’t stepping into full, heavy glamour. I wasn’t going full-on Miss Fame mode.
“I used to be type of revealing the Kurtis me, which I don’t usually let folks see,” Miss Fame continued. “I solely share myself after I’m not absolutely glamorized after I really feel comfy doing so. That’s a part of my letting-go course of — it’s permitting myself to really feel I’m sufficient even with out all of the embellishment that I’ve created inside my relationship to style.”
Miss Fame used no wigs and minimal make-up to be digicam prepared.
“To maintain a digicam an inch away from my face and pan over this superb Viktor & Rolf garment — that was tremendous vibrant,” stated Miss Fame. “It was very revealing, however perhaps that is the proper second to be at that degree. What’s the purpose of activism should you can’t strip all of it again? Activism isn’t about the way you look. It’s about how we really feel, and about how we talk these emotions.”
Miss Fame opted to put on a sheer, sizzling pink V&R trenchcoat with a fringe, explaining: “It simply spoke to me. I’m a fan of any trench, any coat on a regular basis as a result of it’s gender-neutral.”
Along with the coat was worn lace pants, gloves from Miss Fame’s drag bag, glasses and thick-soled sneakers.
The “Free to Love” movies are to be shared throughout V&R’s social media platforms, for style and magnificence, in addition to on every influencer’s platform.
There are different parts to the tie-in with GLAAD. The advocacy group helps prepare V&R groups worldwide about LGBTQ historical past and easy methods to precisely and respectfully honor and help that neighborhood.
“That’s to guarantee that the whole lot we are saying and do is completely aligned with what needs to be stated right now,” stated de Lesquen.
There’s additionally a limited-edition “Pride Up” rainbow-colored bracelet coming as a present with buy with the model’s Spicebomb Infrared eau de toilette. It might be given, too, to 500 of GLAAD’s key supporters and different influential LGBTQ neighborhood members.
The V&R model is to contribute financially to GLAAD yearly, whereas activations with group might be launched a number of occasions all year long.
For extra, see:
Viktor & Rolf Couture Spring 2021
EXCLUSIVE: Viktor & Rolf Returns to Men’s Wear With New Conscious Approach
How Beauty Brands Are Celebrating Pride Month
