Target’s 2025 Pride Month collection marks a continuation of its annual LGBTQIA+ initiative, similar to last year’s stock keeping units, albeit with a smaller footprint than in previous years. Following the company’s decision to sunset its diversity, equity and inclusion programs in January, the new Pride offering includes sandals, and apparel printed with slogans such as “Out Loud & Proud,” “Glowing With Pride” and “Love Is for All, Live Your Truth” — messaging that reflects “belonging” language.
This year’s collection also features accessories, books, snacks and novelty items, including Pride-themed socks, drinkware, desserts and décor. There are also several slides and sandals available; some styles feature a rainbow motif along the vamp.
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A standout item — and a lightning rod online — is a pair of felt bird figurines dressed in rainbow-themed attire and labeled “Gal” and “Pal.” The characters are a continuation of Target’s previous releases of decorative birds, known as Feathery Friends, for seasonal collections, which have included Valentine’s Day, Halloween and Easter assortments in past years.
Sold as a set for $8, the “Gal” and “Pal” birds have become an unexpected focal point of Target’s pared-down 2025 Pride collection. The duo has drawn attention online, earning affection from some collectors who believe they represent a lesbian couple. They have effectively become the face of a lineup that, compared to prior years, is markedly scaled back.
The bird pair is part of the Pride Featherly collection, which also includes a Marie Antoinette-inspired figurine, a “Mrs. Pride” bird in a purple boa and sequined rainbow dress, and a “Little Edie” Edith Bouvier Beale-inspired Bird Heiress bundled up in gray. Social media comments show consumers are engaging with the campy lineup, which has limited availability for in-store purchases of some pieces.
As WWD previously reported, in May 2023, Target pulled several Pride items after employees faced threats and violent confrontations over “tuck-friendly” swimwear and other merchandise — a move made to safeguard team members’ well-being. By June 2024, the retailer cut down the number of stores carrying Pride products and confined in-store assortments to select locations — changes that drew disappointment from LGBTQIA+ advocates and prompted Humankind chief executive officer Haily Marzullo to call the scaled-back plans “safe.” This succession of backlash and retrenchment set the stage for what appears to be an even leaner offering unveiled in 2025.
The assortment follows a period of corporate recalibration. In January, four days after Donald Trump’s inauguration, Target announced plans to eliminate minority hiring benchmarks and transition its “supplier diversity” program to “supplier engagement.” The company also confirmed it would exit third-party diversity indexes, including the Human Rights Campaign’s Corporate Equality Index.
A representative for Target emphasized on the company’s continued commitment to inclusivity, and pointing to internal efforts and select community sponsorships. “We are absolutely dedicated to fostering inclusivity for everyone — our team members, our guests, our supply partners, and the more than 2,000 communities we’re proud to serve. As we have for many years, we will continue to mark Pride Month by offering an assortment of celebratory products, hosting internal programming to support our incredible team and sponsoring local events in neighborhoods across the country,” a representative for Target said on Thursday in a statement to WWD, adding that the product SKUs for 2025 are “similar” to last year.