PERFECT AS YOU ARE
#PERFECTPRIDE
For Pride 2022, Marc Jacobs wanted to create an authentic and meaningful activation that truly celebrated and served the LGBTQIA+ communities in London and Manchester.
Bringing queer royalty together - such as Yasmin Finney, Tayce and Jodie Harsh - alongside the editorial team at Dazed, to champion the campaign’s message:
YOU ARE PERFECT AS YOU ARE.
#MJPERFECT #PERFECTPRIDE #PERFECTASWEARE
#MJPERFECT #PERFECTPRIDE #PERFECTASWEARE
At the heart of the activation was a scented rainbow stage, transforming a Perfect Pride TikTok filter into an IRL moment that rewarded and incentivised social content creation. This ensured that everyone - both online and in-person - could experience their own #PerfectPride.
The campaign took over London’s Southbank and Manchester’s Creative Quarter during Pride weekends, seamlessly merging physical and digital engagement to amplify visibility and inclusivity.
Beyond celebration, the campaign had a powerful purpose to reach as many as possible. Marc Jacobs partnered with AKT, the charity supporting homeless and vulnerable LGBTQIA+ youth, to raise awareness and funds for those in need, ensuring that Pride was not just seen, but felt where it mattered most.
This wasn’t just a brand activation - it was a celebration of self-expression, joy and belonging.
MARC JACOBS
