Olly Alexander has criticised brands for redesigning their product in rainbow colours, while not doing anything to help progress LGBTQ equality.
The singer took to Instagram after his manager received an email asking if he would like to take part in an unnamed Pride range.
Making reference to the Listerine mouthwash and the Marks and Spender sandwich, he posted: “my manager has been getting requests like this every day, I’m guessing it was emailed out to a bunch of people, 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’.
“I just…. 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 years 2019 pride collection of mouthwash, t-shirts (socks shoes jumpers glasses hats ) 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…and….I know there are well intentioned people behind many of these campaigns but….just no.
“Re-doing your logo in a rainbow and ‘dOnAtInG a PoRTiOn Of pRoCeEds’ is not enough!!!!'(possibly not even happening with this brand!??)) I wish brands would realize how embarrassing this kind of shit is.”
The post has so far amassed over 23,000 likes, and has had people like Sam Smith and Christine and the Queens commenting in agreement.
For Pride Month, many companies have changed their avatars to rainbow-themed ones, but some of these have come under criticism as well.
Users called for the NSPCC to drop the rainbow from their avatar after they cut ties with Munroe Bergdorf after claims that she used to be a ‘porn model.’
Writer Gemma Styles posted on Twitter: “Oh yes and I’m sure you never asked for her support of your campaign either? Absolutely appalling. Get rid of that rainbow flag if you don’t know what it means.”
There were also calls for the Home Office to remove their rainbow avatar after it emerged they were trying to deport gay rugby player Ken Macharia back to Kenya, despite homosexuality being illegal in the country.