Chet Lo, Charles Jeffrey And More Designers Weigh In On Fashion’s Lack Of Long Term LGBTQ+ Support

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Diversity and inclusion efforts are increasingly becoming a priority for brands and consumers alike, as the industry strives to be more inclusive. Not only is the shift necessary on an industry level, but there’s also demand from consumers. Studies have shown that Gen Z shoppers are more likely to buy from a brand if their marketing challenges gender stereotypes. However, every year Pride Month comes back around, and designers once again feel like the industry is not doing enough to recognise or include them in the wider fashion conversation beyond June.

From designing collections to creating marketing campaigns, identity plays an important role in shaping their brands. For Charles Jeffrey, founder of the British label Charles Jeffrey Loverboy, this rings true. ‘My identity is a huge part of my work — it’s pretty much at the core of everything I do and definitely shapes how we handle our designs and marketing,’ he says. ‘It’s like, my personal experiences and who I am naturally bleed into our creative process, and that’s what makes our brand stand out.’

Not only does this help Charles Jeffrey Loverboy stand out from its peers, but it’s also a way to authentically speak to fans of the brand. ‘We really try to reflect this authenticity in how we engage with people too, celebrating all kinds of identities and making sure everyone feels included,’ he explains. ‘It’s not just about being seen; it’s about being heard and understood, which I think really resonates with our audience.’

London-based designer Chet Lo shares the same sentiment. It’s not easy to separate the designer from their identity, consciously or not, identity will always impact one’s actions. ‘My identity impacts everything! From my heritage to my sexuality, I think growing up with the hardships of feeling “othered” is what prompted my ability to think outside the box and really try to push the boundaries of what is current and what people wear,’ he says, ‘It’s definitely central to my marketing, from my SS24 campaign which focused on queer art from ancient Asian cultures, to my AW23 collection which focused on the emotions brought about from my feelings of being an outsider.’

His identity has also fed into his fashion collaborations. Following Lo’s SS24 collection, which explored queerness and the ideas of sexuality in Asian culture, Lo teamed up with the dating app Tinder to create a capsule collection that looks at dating through the lens of fashion.

The collection was also a way to give back to the community. A fifth (20%) of sales were donated to Akt, a charity that supports LGBTQ+ young people in the UK at risk of, or experiencing, homelessness or a hostile living environment. ‘I think support is still needed for the young people who are still facing the issues of family and coming out,’ Lo says. ‘There is definitely room for improvement in the actual lives of people.’

Industry-wide support for designers, Jeffrey believes, is lacking. ‘Honestly, the industry could do a lot more to support LGBTQ+ designers all year round, not just during Pride,’ says the designer. ‘We could start by keeping the spotlight on LGBTQ+ designers beyond June. Why not feature their work, create collaborations, and promote them throughout the year? It keeps the support consistent and visible.’

Nicole Zizi, founder of the eponymous New-York based streetwear label, shares the same frustrations. ‘It’d be nice to be recognised outside of these titles [Pride or Black History Month],’ she says, highlighting that the industry often forgets about designers in the LGBTQ+ community outside of these calendar events. ‘I’m always super honoured to be featured during Pride, but it’s also thinking about what else designers need,’ Zizi adds. That includes giving designer, particularly young and emerging designers, a platform to showcase and spotlight their brand on a regular day. Outside of Pride Month, these designers are still innovating, storytelling and uplifting their community. ‘It’d be cool to talk about that a bit more. My brand is really a reflection of the things that I value and the things that I want to see: a diverse community that is environmentally conscious,’ she says.