From Sesame Street to Levi's: The Boldest Pride Ads of 2026 That Defy the Backlash

In the face of sustained right-wing backlash, many brands have adopted a 'quieter' approach to Pride in recent years. But some are still making the effort—and doing so in creative ways. The vibe in 2026 is less about splashing the rainbow everywhere and more about focusing on specific aspects or subcultures of the queer community. Here are the most interesting, funny, and vocal Pride ads we've seen this June.

1. Levi's

Levi's 2026 Pride collection draws inspiration from queer biker clubs, which provided community and safe harbor for gay men and lesbians in the 20th century. The collection puts leather at the forefront, celebrating its queer cultural significance. Financially, Levi's continues supporting Outright International, The Trevor Project, and the Human Rights Campaign, and sponsors the San Francisco Pride Parade.

2. HelloFresh

HelloFresh's Pride ad proves you don't need high-concept design—just a funny idea and two minutes on Canva. Their ad plays on the term 'prepping' (how gay men prepare for sex), reminding us that queer culture is about sex and there's no need to be prudish. It's a worthwhile reminder that talking openly about queer sexual relations is part of acceptance.

3. Diesel x Tinder

Clothing brand Diesel teams up with dating app Tinder for 'For Successful Loving', a tweak on Diesel's slogan. The collection features jeans, underwear, and accessories with devoré lace for playful translucent patterns. A video series starring GiGi Goode explores the realities of queer dating, backed by a $100,000 donation to Outright International.

4. Apple

Apple's 2026 Pride Edition Sport Loop for the Apple Watch features a band woven from 11 colors of nylon yarn in a rainbow, with customizable watch faces and wallpapers. While not the most inspiring, it's refreshing to see a tech brand participate in Pride, especially as many tech leaders have pivoted to reactionary politics.

5. Erdem + Gay's the Word

London fashion label Erdem teams up with LGBTQ+ bookshop Gay's the Word for a t-shirt featuring Derek Jarman's artwork from his zine Bliss. The shirt honors Jarman, a gay rights activist and pioneer of new queer cinema. All profits go to three LGBTQ+ charities: akt, Not a Phase, and Terrence Higgins Trust.

6. REI

Outdoor brand REI partners with non-binary artist Alva Skog for vibrant designs on products like waist packs, swimsuits, and camping chairs. Skog's hope is to spark inspiration to spend more time outdoors together and remind that 'rest is resistance.'

7. Sesame Street

Sesame Street's Pride ad features the Pride flag colors rendered in the fur texture of its characters. While simple, the bravery of posting it at all stands out. Despite knowing it would attract backlash from reactionaries who smear the queer community, they did it anyway—and that's something to be proud of.