Marketing the Rainbow
For decades, fashion has been a battle ground for gay marketing, not in the least because many of the designers belong to the target group. Think Calvin Klein, Gianni Versace, Jean-Paul Gaultier, Tom Ford or both Dolce ánd Gabbana.
From the gay vague images of CK, D&G and Bikkembergs, to the explicit visuals of Ginch Gonch and its successor Piss & Vinegar; from the cross-over (and back) by Abercrombie & Fitch to the exclusive gay brands like 2(x)ist and ES.
Underwear brands grabbed the opportunity to show near naked, chiselled models. Because sex sells.
But brands also came out in favor of equal right, same sex marriage or against bullying.
~ case studies ~