Primark accused of “pinkwashing” in its 2018 Pride Collection

Pride events have been generating millions in revenue for local businesses in cities like London, New York and Madrid. This comes as no surprise, considering the purchasing power of the lesbian, gay, bisexual and transgender communities was estimated to be 917 billion dollars in 2016 in the United States alone, according to a study by Witeck Communications. It’s only natural that fashion brands would want a piece of the cake. A growing number of retailers have released capsule collections during Pride season in recent years, including Urban Outfitters, Nike and, more recently, H&M and Primark. But consumers are skeptical of brands that seem to “pull the Pride card” only to increase sales. Primark’s 2018 Pride Collection, released earlier this month, is the latest example of a fashion company being accused of “pinkwashing” by LGBT activists.