CONVERSE, PRIDE AND POLITICS IN FASHION
Converse released their “Proud to Be” Pride Collection last Friday, in preparation for the many pride celebrations to come this spring and summer. The collection has a wide range of designs for the classic high top, Chuck Taylor All-Stars.
Converse is one of many brands, from Target to Topshop, that have made political statements with their products. H&M and Topshop released “eco-friendly” clothing lines in the past few years, and (red) has had long-standing relationships with brands like Gap and Nike.
“The Converse Pride Collection is honored to join the LGBT movement. Any crusade that hits the streets as loud and passionate as this one definitely needs sneakers to fit the occasion,” said Converse on their website.
Many critics of political moves in fashion, such as Liza Darwin at Refinery29, suggest these statements are an appeal to consumers, rather than one with true political intention. For example, H&M claimed that their “eco-conscious” collections used recycled wool and cotton. Yet, the irony lies in the fact that consumers are encouraged to purchase a clothing product—something that is inherently bad for the planet—to support the Green Movement. Where is the line drawn between good intentions and appealing to consumers for sales?
The same thing could be said for the (red) campaigns by Gap. Their sales of (red) products were criticized because of the disconnect between supporting a cause and purchasing a product. Instead of purchasing a shirt, wouldn’t it be better to put that money into a donation for an organization like The Global Fund where the money goes directly towards the AIDS effort?
On the flipside, it is interesting to think about how celebrities (and even average consumers) are political in their choices for clothing and products. At state dinners, Michelle Obama wears designers from the country that the White House is hosting. At the Japanese state dinner, she wore Japanese-American designer Tadashi Shoji. Many consumers shy away from Forever 21, which notoriously uses sweatshops.
It is difficult to pinpoint Converse’s goals in the promotion of Pride. Their development of products leads consumers to assume that they support the cause. It is hard not to be skeptical when there are so many brands that make products political. While it is unclear what Converse’s true intentions are, it is almost certain that consumers will purchase the rainbow All-Stars for their style this Pride Season. Check out some of the best looks from this year’s collection:
