OBJECTIVE:

Develop an evergreen Pride campaign line that can carry across annual campaigns, with flexible subcopy to reflect each year’s focus.

CREATIVE STRATEGY AND EXECUTION:

01 / CAMPAIGN

The copy takes an inclusive, identity-led approach, creating an evergreen message that can evolve with each year’s Pride campaign while maintaining a consistent brand commitment.

Below is an example of how the campaign subcopy evolved each year to reflect the product. In 2025, subtle rainbow stitching served as a key design detail throughout the Pride assortment.

02 / COMMUNITY MANAGEMENT

Abercrombie’s allyship extends beyond the campaign, with a longstanding partnership with The Trevor Project that has raised nearly $6 million for its crisis hotline supporting LGBTQ+ young people. On social, that commitment carries through in how we show up for our talent, LGBTQ+ associates, and customers—addressing negative comments and standing firm in our support.

The Caption:

We have been—and will always be—”Made with Pride”. If you're not along for the journey, we encourage you to hit the unfollow button. We'll be more than fine. ❤️‍🔥