The campaign, shot by Lia Clay Miller, uses intimate black and white portraits celebrating people’s right to express themselves beyond the binary
Lia Clay Miller's photographs feature artwork from Ohni Lisle
Subscription shaving pioneer Harry’s and its Harry’s Inc stablemate Flamingo, the women’s body care brand, have joined forces on an inclusive campaign to mark Pride.
Called ‘Hair is Hair’, the campaign features black and white portraits to express that hair is hair no matter the customer's gender expression.
The intimate portrayal, which explores the range of places that people shave, was photographed by trans artist Lia Clay Miller and features a range of LGBTQ+ models, celebrating different body types.
The campaign images offset by custom artwork by Ohni Lisle, in keeping with the brand’s 2022 Pride illustrations.
It debuted to celebrate the first-ever product collaboration between the brands, the Harry’s x Flamingo Face & Body Pride Shave Set, 100% of the sales of which go to The Trevor Project, a non-profit for LGBTQ youth.
This is the fourth year that the Harry's brand has donated profits to The Trevor Project for Pride, with US$400,000 donated last year.
Hair is Hair will showcase on LinkNYC Wi-Fi kiosks, including those on sections of the New York City Pride March route, as well as on the Harry’s and Flamingo’s social channels from 13 June.
Wild Posting billboard ads will also appear throughout New York City from 20 June.
Harry’s is one of a number of beauty brands marking 2022’s Pride.
L’Oréal-owned make-up label NYX is celebrating the LGBTQIA+ community with a month-long digital and physical campaign, including the first Metaverse Pride parade on 24 June.
Skin care brand Byoma, meanwhile, is marking Pride month by donating 50% of all of its website sales this month to GLSEN, a non-profit that supports LGBTQIA+ youth by creating safe and inclusive school environments.