Viktor&Rolf is pleased to announce a long-term partnership with global not-for-profit GLAAD, as part of its ongoing effort to advocate for the LGBTQ+ community. To kick-off this collaboration, Viktor&Rolf will launch a new digital campaign in celebration of LGBTQ+ Pride Month called “Free to Love, Free to Be Me”, showcasing a series of films created by international LGBTQ+ influencers and activists, centered around their personal interpretation of freedom. This unique project, which will feature content shot remotely on GoPro cameras and mobile phones, will be shared across the brand’s social media channels throughout Pride Month this June. As part of this initiative, the brand will also show its support to the LGBTQ+ community with a special edition “Pride Up” bracelet (which will be included as a gift with purchase for the brand’s iconic Spicebomb Infrared Eau de Toilette), along with a financial contribution to support GLAAD’s mission.


For Dutch fashion artists Viktor Horsting and Rolf Snoeren, the importance of advocacy work has been informed by their own experience as proud and vocal members of the LGBTQ+ community. At the intersection of fashion and fragrance, the Viktor & Rolf brand has always aimed to “spread magic” and “spread love”, while rallying around the core values of freedom and self-acceptance. Today, the brand is now going even further in its effort to spread a message of acceptance and equality by partnering with GLAAD to raise awareness and lead positive change. In addition to using its brand platform for visibility and amplification of GLAAD’s mandate, Viktor&Rolf will also make a financial contribution to support GLAAD’s mission of shaping the media narrative, changing culture and accelerating acceptance for LGBTQ+ people.


As a first step in this partnership, Viktor&Rolf is launching a new digital campaign featuring high-profile influencers and activists from different backgrounds, in tribute to one of the brand’s core values: the freedom to love. Confirmed talent to date in the “Free to Love, Free to Be Me” campaign includes drag artists Miss Fame and Tia Kofi, choreographer Ryan Heffington, dancer and content creator Donte Colley, life coach and activist Barrett Pall, model and influencer Baptiste Giabiconi, writer and activist Raquel Willis, and transgender advocate Geena Rocero. Each content creator will offer their perspective on what freedom means to them, focusing on a particular emotion, moment, object, person, or artwork. The videos will be directed remotely and shot by the talent themselves in an intimate space, using GoPro cameras and their phones to create personal and authentic videos, that touch on what it means to be free from the perspective of the LGBTQ+ experience – touching on topics like love, intimacy, pleasure, art, expression, and acceptance.

“Representation is a fundamental step when it comes to acceptance and equality,” says Guillaume de Lesquen, Global President, International Designer Brand Fragrances at L’Oréal. “At Viktor&Rolf, we believe that when LGBTQ+ people’s stories are shared openly and honestly, it creates a positive dialogue in society around acceptance, freedom, and the LGBTQ+ experience. We are honored to work with GLAAD, as well as with a remarkable group of influencers, on this project and to pay tribute to Pride Month in a meaningful way.”

“What a joy to be included in this list of all-star creative talent, in celebration of a cause that matters so much,” adds Miss Fame. “I have a lot of admiration for Viktor & Rolf’s commitment to amplifying LGBTQ+ voices and to accelerating positive change for our community.”


As a symbol of Viktor&Rolf’s advocacy and support of the LGBTQ+ community, the brand will release a special edition “Pride Up” bracelet. In addition to the digital campaign, the “Pride Up” bracelet, (displaying the same colorway of the LGBTQ+ rainbow flag) will be gifted to 500 of GLAAD’s supporters – key members and allies of the LGBTQ+ community. The bracelet will also be included as a gift with purchase for any products from the Spicebomb range on and will also be sent to influential LGBTQ+ community members around the world.


Despite progress made in recent years, there remains a strong bias against the LGBTQ+ community across the globe: in at least 76 countries, discriminatory laws criminalize same-sex relationships with penalties including arrest, imprisonment, and in some cases, the death penalty*. Even in countries with greater LGBTQ+ acceptance, there remains a representation gap in mainstream media and culture. Viktor&Rolf passionately supports GLAAD in the fight for LGBTQ+ acceptance and representation; the brand believes that our collective work will be done when we don’t have to fight for equal rights and equal freedoms anymore. Through this partnership, Viktor & Rolf hopes to amplify voices of the LGBTQ+ community, raise awareness and contribute to positive change.


GLAAD rewrites the script for LGBTQ+ acceptance. As a dynamic media force, GLAAD tackles tough issues to shape the narrative and provoke dialogue that leads to cultural change. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love.


Viktor&Rolf is the avant-garde luxury fashion house founded in 1993 by Dutch fashion artists Viktor Horsting and Rolf Snoeren, recognized and respected for its provocative Haute Couture and conceptual glamour.

As fashion artists, Viktor&Rolf are constantly evolving and expanding the boundaries of their creations. With Haute Couture as their ultimate laboratory for expression, their seasonal shows present explorations of their artistic prowess – every time building on their 25-year archive of cerebral, yet wearable art.