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 wanted to partner with an organization with an incredibly robust history of defending LGBTQ+ rights,” Viktor Horsting and Rolf Snoeren mentioned collectively.
Executives at L’Oréal, which holds the V&R perfume and wonder license, dialogued with the designers.
“We had a lot of discussions about what we could do together as a brand — fashion and fragrances — really to spread the message,” mentioned Guillaume de Lesquen, international president, worldwide designer model fragrances, at L’Oréal, describing it as certainly one of love, equality, inclusion and acceptance.
The marketing campaign, referred to 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 guidance and partnership of GLAAD, we hope that these stories will resonate with individuals across the globe, putting us one step closer to equality and acceptance,” mentioned the designers. “This partnership is a reflection of the brand’s ongoing effort to advocate for the LGBTQ+ community, as well as a testament to the core values that have shaped the brand 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 idea was to tap into what freedom means to us — it’s the ability to be your most authentic self,” mentioned Horsting and Snoeren. “Representation is a elementary step in relation to acceptance and equality. We consider that when LGBTQ+ tales are shared authentically and actually, it creates a optimistic dialogue across the LGBTQ+ expertise. Sharing these genuine tales is a strong strategy 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+ group.
“We chose to partner with a group of talented LGBTQ+ influencers and activists, who will offer a lens into the authentic LGBTQ+ experience,” they continued. “Through these stories, we hope to amplify LGBTQ+ voices and share a message that will resonate with anyone struggling with their identity or acceptance.”
Miss Fame (née Kurtis Dam-Mikkelsen) has had a longstanding relationship with V&R, most not too long ago as an envoy for its Flowerbomb perfume.
“Freedom is an evolution of self,” mentioned Miss Fame, explaining the artwork type of drag was liberating and let their female aspect shine by way of. “Identifying as a male to start with of my journey by way of drag in my early 20s I actually was capable of say: ‘This is me here, and this is me here when I’m in full drag.’ But as I’ve continued to discover my femininity by way of the artwork type, I’ve found that it’s much more fluid than that.
“I am exploring my truth, and I am doing a lot of things in private to find my strength,” mentioned Miss Fame. “Sometimes we feel pressured by society to say: ‘I have to own that title today.’ Sometimes you don’t, you’ve just got to take time to yourself and find what feels strong for you in your own bubble, with your own sacred people, where you can say: ‘I’m on a journey.’ You can take your time. Do not feel pressured or obligated to check any boxes. If we can, maybe we’ll remove the boxes, and when we’re ready we say: ‘OK, I found a place that really fits me.’”
For the marketing campaign, the performer and activist filmed at house.
“I was pretty much captured in my own space where I live, think and oftentimes I’m talking to my husband about my fears, frustrations and celebrations — when we have a win,” mentioned Miss Fame. “So having this chance to create from my house, I used to be a bit anxious, as a result of I do shield my sacred place from the general public. And additionally, I wasn’t entering into full, heavy glamour. I wasn’t going full-on Miss Fame mode.
“I was kind of revealing the Kurtis me, which I don’t often let people see,” Miss Fame continued. “I only share myself when I’m not fully glamorized when I feel comfortable doing so. That’s part of my letting-go process — it’s allowing myself to feel I’m enough even without all the embellishment that I’ve created within my relationship to fashion.”
Miss Fame used no wigs and minimal make-up to be digicam prepared.
“To hold a camera an inch away from my face and pan over this amazing Viktor & Rolf garment — that was super vibrant,” mentioned Miss Fame. “It was very revealing, but maybe this is the perfect moment to be at that level. What’s the point of activism if you can’t strip it all back? Activism isn’t about how you look. It’s about how we feel, and about how we communicate those feelings.”
Miss Fame opted to put on a sheer, scorching pink V&R trenchcoat with a fringe, explaining: “It just spoke to me. I’m a fan of any trench, any coat all the time because it’s gender-neutral.”
Along with the coat was worn lace pants, gloves from Miss Fame’s drag bag, glasses and thick-soled footwear.
The “Free to Love” movies are to be shared throughout V&R’s social media platforms, for vogue and wonder, 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 how you can precisely and respectfully honor and assist that group.
“That’s to make sure that everything we say and do is perfectly aligned with what has to be said today,” mentioned 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 group 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