Clothing brands : Are you championing queer people only during Pride month ?
In recent years, there has been a notable shift in the conversation around diversity and inclusion within the fashion industry. While mainstream brands have begun to feature more diverse models in their campaigns, an unsettling pattern persists: the overwhelming representation of “straight-presenting” individuals. This raises critical questions about the authenticity of brand messaging and the true inclusivity of the fashion world when queer people are the ones moving fashion forward (see : drag culture)
The progress made
The last decade has seen significant progress in the representation of marginalized communities in fashion. Initiatives during Pride Month often highlight queer artists and advocates, allowing brands to capitalize on the visibility of LGBTQ+ culture. However, despite these strides, there remains a stark underrepresentation of queer identities that challenge normative standards of beauty and presentation.
The “straight-presenting” default
Many brands tend to feature models who conform to traditional beauty standards, often leaning towards a "straight-presenting" aesthetic.
“Straight presenting” means nothing and everything. If I ask you to think of a visibly queer person, what would come to your mind ?
Queer has historically been in opposition with mainstream and conformity, and whilst the Queer community is not a uniform monolith, there are definite identifiers that we do relish in displaying.
We could argue that “straight-presenting” is the removal of those identifiers, and for the sake of this article this is what I will refer to when talking about straight presentation.
The lack of representation of those identifiers has created a narrow definition of what it means to be queer in the fashion space whilst ironically queer codes are often replicated in mainstream culture.
Campaigns frequently prioritize models who embody traits associated with heterosexual norms— cisgender conventionally attractive individuals. This practice not only erases the rich diversity within the queer community but also perpetuates stereotypes that fail to resonate with the lived experiences of many LGBTQ+ individuals.
The impact of this default presentation extends beyond fashion; it reinforces societal perceptions that marginalize those who do not fit within conventional norms. For instance, while many brands claim to support LGBTQ+ rights, their choice of models often tells a different story. This disconnect can alienate consumers who identify with the queer community but see little of themselves reflected in brand imagery.
The consequences of exclusion
When queer identities are underrepresented or misrepresented in mainstream campaigns, it sends a message that only certain experiences and appearances are valid. This not only impacts individual self-esteem but also perpetuates systemic inequalities in the fashion industry.
Moreover, consumers are becoming increasingly discerning. A growing number of shoppers prioritise authenticity and representation in the brands they support. Research shows that consumers are more likely to engage with and purchase from brands that genuinely reflect the diversity of their audience. Brands that fail to acknowledge this may find themselves at a disadvantage, as younger generations demand more from the companies they patronise.
The path forward
To move towards true inclusivity, brands must reassess their approach to representation. Here are some steps that can be taken:
Diversify casting: Brands should commit to casting a broader range of models, including those who represent various expressions of gender, sexuality, and body types. This includes promoting non-binary, genderqueer, and LGBTQ+ individuals who defy traditional norms.
Engage with the community: Collaborating with queer artists, designers, and photographers can offer invaluable insights and ensure authentic representation. Brands should create partnerships that uplift queer voices rather than just co-opting the culture for marketing purposes.
Broaden campaign themes: Move beyond tokenistic representations during Pride Month. Instead, integrate queer narratives and experiences throughout the year, ensuring they are part of the brand's core identity.
Educate and advocate: Brands must educate their teams about the nuances of queer representation. Advocacy for LGBTQ+ rights should extend beyond marketing campaigns and become integral to the company culture.
Queer representation in mainstream fashion is not just a matter of diversity—it's about authenticity and recognition. Brands that genuinely embrace and reflect the complexity of the queer experience can foster stronger connections with their audiences while contributing to a more inclusive society. Consumers have the power to hold brands accountable for their representation choices. By advocating for a broader definition of beauty and identity, we can ensure that everyone sees themselves in the fashion narratives being presented.
Is there one way to look gay ? Is there one way to look straight ? No ! However I would love to see bleached eyebrows, gender fluidity and shaved heads in a COS campaign.
Let’s create a fashion industry that not only reflects our society but also uplifts and celebrates every individual within it.