Luxury brands are finally recognising the queer consumer—here's why it matters

As luxury consumerism within the LGBTQ+ community continues to evolve, brands need to move beyond tokenistic gestures and demonstrate a genuine commitment to inclusivity

In the heart of urban India, a once-marginalised consumer is stepping into the spotlight. The LGBTQ+ community is experiencing a remarkable transformation, gaining visibility, acceptance, and economic clout, building a reality for themselves they could once only imagine. Globally, the population that identifies openly as LGBTQIA+ is estimated at 371 million, with a purchasing power of US$ 3.9 trillion, according to a 2023 report published by the American Marketing Association. This newfound social and financial empowerment has not gone unnoticed by luxury brands—including gender-neutral and gender-inclusive clothing companies who are eager to tap into this dynamic and influential demographic.

The rise of queer luxury consumerism is a fascinating phenomenon, reflecting the evolving social and economic landscape of India. As LGBTQ+ individuals embrace their identities and assert their place in society, they are also redefining the very concept of luxurious living. From fashion and beauty to travel and experiences, queer consumers are seeking out gender-inclusive luxury brands and products that not only cater to their needs but also uphold their unique perspectives.

The slow rise of gender-inclusive luxury fashion

Luxury brands and legacy fashion houses are now joining a clutch of other brands that are more inclusive of the queer community. Recognising the potential of this burgeoning market, they are responding with inclusive campaigns and collections that speak directly to LGBTQ+ individuals. Popular designers like Sabyasachi Mukherjee, Anita Dongre, and Manish Malhotra have dressed queer couples in their creations for weddings, standing for the beauty and diversity of love while infusing tradition. This year, designer Mayyur Girotra celebrated Pride month in New York with his gender-fluid collection “Ride to Pride”. Mayyur believes queer opulence and luxury is largely about reclaiming spaces and aesthetics that have historically excluded queer people. He says, “In a world that has often marginalised queer identities, indulging in luxury is a way of claiming space and asserting one’s right to experience beauty, quality, and freedom on one’s own terms.”

International brands like Prada, Dior, Calvin Klein, and Levi's have also embraced queer representation in their global campaigns, featuring queer models and influencers who embody the spirit of individuality and self-expression. For Anamika (name changed), head of communications at the Indian counterpart of a luxury label, brands are welcoming this change with a pro-LGBTQ+ vision. “Brands and labels have now realised that exclusion is never good for business, brand image, and long-term growth. Our international leads encourage us to create more inclusive activations now, which was rarely the case for marketing in South Asian countries even half a decade ago,” she says. These campaigns not only resonate with queer consumers but also send a powerful message of acceptance and inclusivity to the wider society.

Mainstream fashion and culture media in India has embraced queer representation too, with queer Gen Z influencers and actors like Trinetra Halder Gummaraju, and models like Glorious Luna making it to the covers of leading magazines and featuring in campaigns—highlighting queer fashion or otherwise—that have gone viral. “By tapping into the creativity and unapologetic ways of being of the queer, brands are aligning with a more inclusive vision of wealth and aspiration. Nevertheless, brands have always looked at queer people for inspiration, or it’s the queer people majorly who always have set the trends,” says Luna.

Social media amping up gender-neutral luxury brands

Needless to say, social media has played a pivotal role in amplifying queer voices and shaping consumer trends, now more than ever. LGBTQ+ influencers and celebrities, activists, and tastemakers in India such as Parmesh Shahani and Mozez Singh, are using their platforms to showcase their personal style, luxury habits, and one-of-a-kind experiences. Mozez, for instance, has always found fashion to be a welcoming space. “As far as queer representation in fashion goes, it’s always been there. Before anything else , it was always fashion that allowed this to happen and it’s only going to get bigger,” he says.

By sharing their stories and insights, these celebrities are building communities, inspiring others, and redefining what a luxurious queer life can look like. Luxury brands that support the LGBTQ+ community are forging partnerships with such influential figures, recognising their power to connect with and relate to the queer audience in an authentic and meaningful way. These collaborations have often gone beyond endorsements; they have helped bring to light the brand's commitment to inclusivity, even turning into a celebration and exploration of queer culture.

Queer-inclusive events, sans the prejudice

The rise of LGBTQ+-friendly venues and events has further fueled the growth of queer luxury consumerism. Upscale bars, clubs, and restaurants catering to the queer community offer safe and welcoming spaces for socialising, networking, and celebrating identity. Exclusive parties and events, especially in metropolitan cities like Mumbai and Delhi, provide opportunities for indulgence, self-expression, and community building like never before. Sakshi Juneja, who started Gaysi as a blog to find other LGBTQ+ women, now brings together queer crowds in metropolitans across India.

With that, India has been slowly creating a queer culture of its own, and the dream of opulence has always been a cornerstone in that journey.

The travel industry is also witnessing a surge in LGBTQ+-focused offerings. Travel agencies and tour operators are curating premium travel packages and experiences that cater specifically to queer interests, ensuring a comfortable and welcoming environment for travellers. Andre Pinto, who has just started a queer picnic club in Siolim, agrees. “I recently went on a gay cruise with Atlantic Events to Italy, France, and Ibiza. The celebration was nicely done, keeping the safety factor in mind. I can’t wait for India to have something like this very soon,” he adds. From gay-friendly resorts in Goa to lesbian cruises in the Caribbean, these offerings allow queer individuals to explore the world without fear of discrimination or prejudice.

Going beyond mere tokenism

Luxury consumption doesn’t just stop at purchasing high-end, expensive products. It can be a powerful form of self-expression and empowerment too. Through luxury consumption, queer individuals can celebrate their identities, challenge societal norms, and redefine what it means to live a luxurious life on their own terms. It is a way of reclaiming power and agency in a world that has often denied them both. In the same breath, however, it is important to acknowledge its potential pitfalls too. There is a risk of creating exclusivity and social hierarchies based on purchasing power, which can further marginalise certain segments of the LGBTQ+ community. Pune-based lawyer Ajay Rathi says, “It is life-changing to see the growth of the queer community in India. But our fundamental struggles are far from over. Ensuring that the pursuit of luxury does not come at the expense of inclusivity and solidarity is crucial.”

As luxury consumerism within the community continues to evolve, brands need to move beyond tokenistic gestures and demonstrate a genuine commitment to inclusivity. This means not only featuring LGBTQ+ individuals in their campaigns but also supporting queer causes, donating to LGBTQ+ organisations, and fostering a workplace culture that values diversity and acceptance. By embracing queer consumerism thoughtfully, brands can tap into the immense potential of this dynamic market segment. It is a win-win situation, where both brands and consumers can benefit from a relationship built on mutual respect, understanding, and a shared commitment to progress.

Curated by Gaysi Family | Illustration by: Anjali Nair

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