Prouder exhibition featuring designs by Marc Jacobs, Kate Moss, Elton John, Pet Shop Boys and more...

The ‘Prouder’ exhibition curated by Fat Tony and supported by adidas, opens at the HENI Gallery in Soho from July 4th to 10th and will feature re-imagined adidas Samba shoes by a roll-call of global LGBTQ+ creators and allies including Elton John, David Furnish, Henry Holland, Pet Shop Boys, David Beckham, Marc Jacobs and Kate Moss in support of the work of the Albert Kennedy Trust, who provide safe homes and support to LGBTQ+ youth people facing homelessness.

Participants in ‘Prouder’ have each customised a pair of the iconic adidas Samba shoes to their own individual style and sense of Pride. These unique sneakers will be auctioned on online marketplace eBay, via its eBay charity programme starting July 3rd for 10 days. The adidas Samba was selected for this project due to its iconic status across sport and culture since its inception.

‘Prouder’ creators: Albert Kennedy Trust & Sir Ian Mckellen, Amanda Lepore, Bella Freud, Blondey McCoy, Boy George, Chapman Brothers, Charlotte Tilbury, David Beckham, Edward Enninful, Elton John & David Furnish, Goldie, Henry Holland, Kate Moss, Liam Payne, Marc Jacobs, Naomi Campbell, Nick Grimshaw, Nick Knight, New Order, Paloma Faith, Pet Shop Boys, Pharrell Williams, Philip Treacy, Rita Ora, Sam McKnight and Skin.

The Albert Kennedy Trust is the UK’s LGBT youth homelessness charity. It provides safe homes, mentoring, training and support to young people who are homeless or at risk of homelessness following coming out to their parents, caregivers or communities.

The project has been documented and explored in a unique film created by Nick Knight’s SHOWstudio exploring the ideas and theme of ‘Prouder’ with the creators - giving an insight into what the idea of Pride and being ‘proud’ means in 2018.

‘Prouder’ will culminate on the main day of Pride with adidas’ first ever Pride Float which will feature the SHOWstudio work set to music and a performance by a live Samba band, followed by an invite only after party at The Groucho Club in Soho, London.