Are brands exploiting the LGBTQ community? | The Tylt

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Andreas Lowenstam head of men’s wear design at H&M told Women's Wear Daily the brand has great intentions.

“H&M believes in everybody’s right to love who they want,” said Lowenstam. “We hope people can use H&M’s Pride collection to celebrate their belief in equal love.”
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Gus Kenworthy, British-born American freestyle skier is one of the models for the pride campaign which follows a '70s theme of crop tops, fanny packs and shorts. 

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Urban Outfitters also has a line supporting the LGBT community.

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Teen Vogue's Eli Erlick is concerned about corporations who only support the LGBTQ community during Pride month.

"This Pride season, countless major corporations will try to profit from rainbows and queer culture, corporations that remain silent on LBGTQ issues any other time of the year. This rainbow capitalist culture is distressing, especially when you consider how many companies fail to support the LGBTQ community when it counts — whether that means speaking out against discrimination, hiring (and creating a safe space) for LGBTQ employees, or casting LGBTQ models for campaigns and runway show."
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Some critics are not "buying" what these brands are "selling."

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H Beverly is a 25-year-old self-proclaimed "celesbian" who told the Daily Mail she was disappointed in retailers. She said they should educate themselves before they throw words like "femme" on shirts. Femme is a term in the LGBTQ community that refers to a lesbian who displays feminine behavior.  

''Femme' is a word that means something to LGBT people and some customers who see that t-shirt aren't always going to be aware of this," said Beverly. Designers need to just research the words they put on t-shirts in the future before they print them. Ask people from the relevant groups if you think this is a bit questionable. I think by printing this on t-shirts, retailers haven't thought it out well enough to be doing it to attract the LGBT community. They just haven't thought about it."
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