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Olly Alexander Drags Corporations For "Rainbow Capitalism" and Cashing In On Pirde

Olly Alexander has shamed brands capitalising on Pride month without making any meaningful contribution to LGBT+ groups.

The Years & Years frontman shared a screenshot of an email on Instagram, wherein an unnamed brand representative asked whether he “might be able to do a post” to promote an “amazing Pride collection.”

“My manager has been getting requests like this every day,” Alexander wrote on Friday (June 21).

Noting that the email shared “no details on what this ‘amazing pride collection’ is or what this big famous brand with lots of money plan to do with any proceeds,” he continued: “The bare minimum approach here makes me laugh.

No matter where you stand on corporate brand-pride tie-ins, it’s hard not to feel this year’s 2019 Pride collection of mouthwash, t-shirts, socks… banks and sandwiches has felt especially icky.

“Representation matters, of course, and corporate Pride / rainbow capitalism might be hideous but at least queer people are getting paid.

“Re-doing your logo in a rainbow and ‘donating a portion of proceeds’ is not enough.”

Alexander’s post has garnered more than 13,000 likes, with both Sam Smith and Christine and the Queens replying: “Amen.”

His words echo those of many others in the LGBT+ community who are sceptical of brands and organisations flying the rainbow flag on Pride month.

Listerine raised eyebrows in May when it released a rainbow-coloured bottle of mouthwash.

One Twitter user wrote: “I’m so f*****g tired of companies just chucking a rainbow on their s***e to sell to us as if it means something.”

Another joked: “We as gay people, we get to choose how we freshen our breath.”

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