Loewe Partners With The Shameless Fund In A Sensational New Campaign

For Jonathan Bailey, a partnership with Loewe—and its creative director, Jonathan Anderson—was a natural choice. The Bridgerton actor is a regular presence at Loewe's runway shows and makes frequent appearances on the red carpet clad in Loewe. His most recent viral look, as seen at the 2024 Met Gala, was also courtesy of the luxury label. Over the years, Bailey has developed a powerful, enduring friendship with the designer, so when it came time to promote his latest venture—the Shameless Fund, a foundation dedicated to promoting safety, equality, and authenticity for members of the LGBTQ+ community around the world—there was truly only one option in mind. 

The collaboration between the two resulted in a witty, ultra-chic t-shirt with the tagline "Drink Your Milk," which was inspired by Bailey's memorable stint on Fellow Travelers. The series followed Bailey, who starred alongside Matt Bomer, as two men who pursued a decades-long romance, first beginning in the '50s. Fans of the series may recall a now-iconic scene in which Bomer's character sensually tells Bailey's character to "drink your milk." While the moment quickly became famous among fans of the show, it has now been immortalized as a piece of fashion history as yet another cheeky slogan tee in the Loewe archives. 

 The plain white t-shirt features the tagline, emblazoned in a thick, black rubberized font, with white dripping detailing, reminiscent of milk, around the collar. On the back of the shirt, Loewe's iconic, pared-back logo is featured, finishing off the style. Simple as it is, the statement is the endlessly powerful brainchild of Bailey and Anderson, and besides its status as an unforgettable viral campaign and to-be sartorial staple for summer 2024, it also benefits the Shameless Fund's mission. Aside from the excellent publicity for Bailey's new venture, Loewe has also pledged to donate to the foundation for every t-shirt sold.

Of the conception for the design and the intent behind it, Bailey said "In a splat, the image of this tee shirt appeared in my head, fully formed, one fine morning. I knew Jonathan Anderson was the only person who could meet the joy, playfulness, and sexiness; who could flip that vision into a reality. This is a very proud first of many collaborations for The Shameless Fund, a passion project that will whip up creative collaborations to raise cash and erase shame amongst the global LGBTQ+ community. I love Jonathan and I love LOEWE, and I LOVE this tee shirt. It’s for anyone who’s ever tasted milk."

The Loewe 'Drink Your Milk' t-shirt will be available for purchase online starting June 27, 2024, as well as in-store at the Loewe Greene St. store for $235.