For 2020, French fashion brand AMI has joined forces with GLAAD to launch a Rainbow capsule collection specially designed for Pride month. One hundred percent of the proceeds of all worldwide sales will be donated to the non-profit media advocacy organization.
The 2020 limited Rainbow collection features a selection of AMI’s basics, each reinterpreted in black, with an embroidered Ami de Coeur logo proudly boasting the rainbow flag’s colors. These items include a polo, a t-shirt, a baseball cap, and a tote bag, together with a keyring in the same color scheme.
“AMI strives on the values upon which it was founded: these are friendship, love, inclusion and equality – the same reasons that make the LGBTQ cause especially important to us, and its defense more crucial than ever in the difficult period we are currently living,” said Alexandre Mattiussi, founder and creative director of AMI. “This year, we are proud and honored to support GLAAD, whose accomplishments are essential to make the world a better place for this community.”
In a gesture of support for this project, 15 international talents shared in an inspiring video their feelings and personal significance on Pride.
The creative talents featured in the video include actors, singers, models and DJs from around the world: they all share strong ideals of friendship, love, inclusion and equality, the same values at the core of AMI’s DNA.
Each individual segment was self-recorded at home, during the lockdown period.
The subjects of their testimonies range, among others, from self-acceptance to freedom, from community to identity, from confidence to celebration. The global message is one of love and inclusion.
Since 1985, GLAAD is on a universal mission to accelerate acceptance for LGBTQ people, having a global reach that includes multiple countries from North, Central and South America, Europe, Africa, and Asia, as well as work done throughout Australia. By globally shaping the narrative and provoking a dialogue against discrimination and prejudice, the association leads a series of international cultural changes, in a world where everyone should be able to live and love as they choose.
The capsule collection is now available worldwide on amiparis.com as availability in AMI’s stores will be contingent on the end of lockdowns in each country.