This weekend, the (gay) internet buzzed with excitement over Loewe’s new partnership with The Shameless Fund, a charitable foundation recently established by actor Jonathan Bailey. The campaign, featuring hunk Ivan Cidrian, aims to raise awareness and funds for this LGBTQ-focused organization and has quickly gone viral. Why? It’s sultry, alluring, and playful, fitting perfectly with the style of Loewe’s Creative Director, Jonathan Anderson. Think: ‘Hoe but make it fashion’.
Loewe is currently enjoying popularity with its straightforward T-shirts featuring concise, shareable messages. Following the success of the ‘I Told Ya’ model worn by Challengers stars Zendaya and Josh O’Connor, the latest T-shirt urges you to ‘Drink Your Milk’. And when it’s a handsome guy winking at you saying it, who could resist? For every T-shirt sold, Loewe will donate to The Shameless Fund, which aims to create a world where queer individuals can live authentically and flourish “without the burdens of discrimination, oppression, or shame.”
Jonathan Bailey, who founded the charity, has been gaining attention recently due to his role in Fellow Travelers, a historical drama series based on Thomas Mallon’s 2007 novel. The series chronicles the long-term romance between two men who met during the McCarthy era in the 1950s. The ‘Drink Your Milk’ slogan is inspired by scenes from the series. As Bailey puts it, “One morning, the image of this T-shirt came to me fully formed. I knew Jonathan Anderson was the only person who could bring the joy, playfulness, and sexiness to life. This is a proud first of many collaborations for The Shameless Fund, a passion project designed to inspire creative partnerships to raise funds and eliminate shame within the global LGBTQ+ community. I love Jonathan, I love Loewe, and I LOVE this T-shirt. It’s for anyone who’s ever tasted milk.”
Timed perfectly for Pride, the T-shirt will be available online starting June 27 and in select stores in Madrid, Barcelona, London, Paris, Milan, and New York.
