Jonathan Bailey, of the hit Netflix series “Bridgerton,” teams up with the luxury fashion brand LOEWE in a new charitable initiative. The campaign, known as “Drink Your Milk,” with the recent support of Bailey’s newly launched foundation, The Shameless Fund, will bring awareness and funds to the LGBTQ+ community.
On the back of the latest declaration of characters in the TV series “Fellow Travelers,” takes to the prompt and playfully eggs up support for LGBTQ rights. Key to the campaign is a limited-edition T-shirt with “Drink Your Milk” on it. As if to spread good vibes, the implied promise from this campaign is that with every T-shirt sold, a portion of what it raises will be contributed to The Shameless Fund, which supports other nonprofits in their cultural and political fights on issues central to LGBTQ+ rights.
Jonathan Bailey drinking a glass of milk for LOEWE in association with The Shameless Fund. pic.twitter.com/3M8HELCiQC
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At the heart of the campaign is an edition of T-shirts bearing the line “Drink Your Milk.” According to Bailey, this playful design mirrors the campaign’s playfulness and sexiness. These T-shirts will be on market starting June 27, 2024, through the company’s website and some flagship shops in major cities, namely Madrid, Barcelona, London, New York, Paris and Milan.
LOEWE isn’t only a brand face of the campaign but also a donor since part of the sale of any t-shirt from the collection will be channeled directly into The Shameless Fund. Jonathan Bailey chimed in, “This project brings joy and playfulness into the support of the LGBTQ+ community. It’s more than a tee; it’s stocking up on love and acceptance through creative expression.”
The “Drink Your Milk” campaign is likely to have both financial and exposure-based effects for the likely niche in the LGBTQ+ groups. Bailey would like this work with The Shameless Fund to continue in the future by collaborating with other brands and artists. His vision is to create a world where everyone can live without shame and feel free to be their true self.
But through launching The Shameless Fund, he is not only utilizing the reach of his platform for increased awareness but also utilizing it to construct a space that becomes supportive and inclusive for the LGBTQ+ community. This is only one of what is expected to be multiple creative partnerships. “I want this campaign to be the first of many steps toward a world where no one has to hide who they are,” commented Bailey.
