Pabllo Vittar is the first-ever drag queen chosen as the face of Calvin Klein. Already known for being the first drag queen nominated for a Grammy for the single Sua Cara 2018, Vittar is an important figure for the LGBTQ+ community in Brazil. The new campaign by the brand at the beginning of the month titled #PROUDINMYCALVINS shot by Ryan McKinley captures nine important figures of the LGBTQ+ community from all over the world, like Chella Man, Jari Jones, Reece King, Mina Gerges, Gia Woods, Tommy Dorfman.
Also, Calvin Klein decided to partner with different charities to give extra support to the LBGTQ+ community. Among them, there is OutRight Action International, that donated financial resources to the Global Emergency Fund COVID LGBTIQ-19. Another charity is the ONG OnePulse Foundation founded by the owner of the Pulse nightclub after the shooting that happened on the 12th of June 2016 at Orlando, Florida. The proceeds will be used to build the National Pulse Memorial & Museum. Calvin Klein gave some support also to The Equality Project, an Australian charity.
The capsule collection is already online and anyone can join the campaign by sharing their pictures on Instagram using the hashtag #PROUDINMYCALVINS.
Another brand that recently shared their support to the LGBTQ+ community is Apple with the launch of the new Apple Watch Pride Edition 2020, donating part of the proceeds to GLSEN, an American organization that is at the lead of a global movement that wants to stop discrimination, harassment and bullies in schools.