Years and Years’ frontman Olly Alexander has attacked corporations for exploiting the rainbow flag and LGBT+ community during Pride Month, describing them as “icky”, “embarrassing” and “sh*t”.
Sharing a photo of an email his manager was recently sent, the lead singer of the British synth-pop band accused companies of only doing the “bare minimum” by slapping the rainbow flag across products during the LGBT+ awareness and celebration month, in a bid to superficially capitalise on a much broader movement and struggle.
Accompanying a picture of a vague e-mail request asking Alexander to do a post for a brand’s “amazing Pride collection”, the singer wrote on Instagram:
“My manager has been getting requests like this every day, I’m guessing it was emailed out to a bunch of people, no details on what this amazing pride collection is or what this big famous brand with lots of money plan to do with any ‘proceeds’.
“I just…. the bare minimum approach here makes me laugh. No matter where you stand on corporate brand-pride tie ins it’s hard not to feel this years 2019 pride collection of mouthwash, t-shirts (socks shoes jumpers glasses hats ) banks and sandwiches has felt especially icky.
“Representation matters, of course, and corporate pride / rainbow capitalism might be hideous but at least queer people are getting paid.”
The 28-year-old singer, who has regularly been vocal about LGBT+ issues, including bullying, youth suicide, mental health and supporting LGBT+ Muslims, added:
“I know there are well intentioned people behind many of these campaigns but….just no. Re-doing your logo in a rainbow and ‘donating a portion of proceeds’ is not enough!!!! (possibly not even happening with this brand!??) I wish brands would realise how embarrassing this kind of shit is 🤦🏼♀️”
The artist’s posts shaming big brands appeared to be a response to a plethora of Pride-themed products that have hit store shelves this month, including Listerine mouthwash, Doritos crisps and Marks & Spencer’s ‘LGBT’ sandwich, bizarrely named for its Lettuce, Guacamole, Bacon and Tomato ingredients.
Alexander’s message has gained over 27,000 likes, with fellow music stars Sam Smith and Christine and the Queens replying “Amen”, and Ru Paul’s Drag Race season seven winner Violet Chachki responding with: “SCALDING HOT TEA”.
The sentiment around the rainbow flag being hijacked by big business isn’t new, with many in the LGBT+ community feeling sceptical of brands and organisations who only adopt the flag during this one month, and only aesthetically.
Corporations who are involved in or fund human rights violations in other parts of the world, especially those which target LGBT+ individuals, have also been heavily criticised; with the practice commonly known as “pinkwashing”. The phrase can also be often used to simply describe organisations, political entities and corporations who try to use the rainbow LGBT+ ‘brand’ as a means of appearing more inclusive, tolerant and progressive; regardless of whether this is true or not.
Incredibly, more brands dressed themselves up in the LGBT+ rainbow flag this year than ever before, as it becomes an increasingly appealing means of appearing progressive to potential customers. Some of the more controversial appropriation attempts so far this year have included:
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