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Maison Kitsuné – Pride month celebration


For Pride Month, Maison Kitsuné celebrates the LGBTQ community with “Pride”, a new collection of gender-neutral pieces proudly displaying the rainbow flag. The brand has partnered with The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for LGBTQ (lesbian, gay, bisexual, transgender, queer, and questioning) young people, by donating 15% of the net sales of the ‘Pride’ collection directly to @trevorproject – with a minimum donation of $25,000.


Maison Kitsuné’s totem animal is now wearing the six colours of the rainbow, with the addition of black and brown to represent the rich diversity and range of identities within the LGBTQ community. At the center of the three variations of the logo specially designed for this “Pride” collection, the fox silhouette skips with pride on a series of t-shirts, hoodies, caps, and cotton tote bags. With these wardrobe essentials as a canvas, the animal is sometimes duplicated to form a couple, whose image blends into a colour gradient. 

Through the dedicated campaign, this capsule is also embodied by three personas who provide an educational perspective on LGBTQ issues, while reflecting the diversity of the community: activist Dani Coyle, model Yassin Chekkouh, and pastry chef Victoire Christine. 

The Maison Kitsuné “Pride” collection will be available from 14 June 2021 at Maison Kitsuné Fashion Walk Store. A postcard set will be gifted to any purchase of Pride Collection while it lasts. 

Address: Shop a, g/f, 5-7 Cleveland Street, Fashion Walk, Causeway Bay, Hong Kong Opening Hours: 11am-8pm Tel: +852 2764 4933 


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