George will launch its We Are Proud campaign to recognise Pride Month as well as an inclusive fashion range


As supermarket fashion retailer George celebrates its 30th birthday this year, the business is cementing its charity partnerships with Diversity Role Models (DRM).  This year the partnership includes a £100,000 donation to the charity, which focuses on embedding inclusion and empathy in the next generation. 

DRM strives to eliminate homophobic, biphobic and transphobic bullying in UK schools, by educating young people about challenging stereotypes, addressing the misuse of language and encouraging them to embrace diversity. 

George at Asda first worked with the charity in 2019 with a donation of £12,500 which was enough to deliver 100 student workshops, reaching over 2,500 students in schools across the UK. The fashion retailer wanted to do even more this year with a year-long commitment to the partnership. The £100,000 donation will again be used to help support the charity deliver much needed workshops in schools. 

Adam McCann, Diversity Role Models Chief Executive Officer, said; “We are thrilled to partner with Asda and George for a second year. It has been inspirational to witness first-hand the business’ commitment to LGBT+ inclusion, not limited to one celebratory day, week or month but creating a long-term partnership. There is a remarkable synergy between our values, and I am looking forward to these coming to life visually in the stunning Pride fashion range. The donation will be immense in helping Diversity Role Models reach more students to help create a world where everyone embraces diversity and can thrive.”   

To celebrate the extension of the DRM partnership, this week George will launch the latest stage of the retailers’ commitment to inclusion with its We Are Proud campaign.

The campaign will run across Pride Month and will include colleagues, customers, charity ambassadors and influencers. As this summers’ Pride events have been either cancelled are or are moving to be digital events instead; now more than ever it is important that we still recognise Pride Month. 

We Are Proud will celebrate what it means to be proud and will reflect that Pride means different things everyone, centring around footage filmed in our new socially distanced world, with participants answering the question; “What makes you proud?”

As part of this long term partnership, later this summer, George will launch a range of fashion products to celebrate pride. It will be a unisex fashion range with sizes for everyone. DRM have worked in partnership with the design team at George to create inclusively worded and diverse designs.  The range will launch in selected stores and on in August 2020.

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