Gap is the latest brand to reveal its plans for LGBTQ Pride Month, which officially kicks off in June.
The “Love All Ways” campaign, which coincides with the retailer’s 50th anniversary, puts a spotlight on the family of Jodie Patterson, an author, LGBTQAI advocate and mother of five children, one of whom is her transgender son.
Patterson recently wrote The Bold World: A Memoir of Family and Transformation, which shares her experience raising a transgender child.
In a series of spots, Patterson and her “chosen” family—friends, relatives, mentors, neighbors—are captured in black and white films that explore the very definition of “family” and what it means in today’s world.
The retailer has also released a dedicated Pride-themed collection that includes clothing and accessories for men, women, kids and babies.
From May 26 through June 6, Gap will donate 15% of sales from the Pride collection to the United Nations Foundation in support of U.N. Free & Equal, a campaign that promotes equal rights and fair treatment for lesbian, gay, bisexual, transgender and intersex people globally.