Pin It
Fluide
Photography Alex Webster courtesy of We Are Fluide

We Are Fluide’s new holiday campaign supports and honours Black trans women


TextAlex Peters

The Radical Rest collection will raise money for the Black trans organisation For The Gworls

We all must do more to protect and support our Black trans sisters. Violence against the trans community is widespread and deadly as the horrifying statistics make all too clear. This year alone, at least 40 transgender people have been reported murdered, the majority of who were Black and Latinx trans women.

Faced with these numbers and stories, beauty brand We Are Fluide is dedicating its holiday campaign this year to honouring Black trans women and femmes everywhere.

A queer-founded, gender-neutral brand, We Are Fluide has sought to uplift and give space to underrepresented faces and voices since the beginning. In the past, its campaigns have featured the likes of gender non-conforming writer Jacob Tobia, activist Sebastian Rosemarie, and drag kid Desmond Is Amazing, and it regularly donates products to various events and fundraisers supporting LGBTQ+ organisations such as Callen-Lorde and the True Colors Fund.

Its new campaign is no different. Titled Radical Rest, the special edition collection features lip gloss, nail polish, and the brand’s first candle. For the campaign, We Are Fluide partnered with mutual aid organisation For The Gworls which raises money for Black trans people to help them cover the cost of housing, medical expenses, and gender-affirming surgeries. 20 per cent of all sales from the range will be donated to them.

“For the Gworls is excited to partner with We Are Fluide, as we stand by their mission of uplifting and centering the joy, safety, and rest of Black transgender women and femmes,” says Assani Armon, founder of For The Gworls. “We give so much to the world, and it is beyond time that the world gives back. This not only includes safety, but also joy, and rest.”

The accompanying campaign features Morticia Godiva, Niala, Zenobia Teague, and Daria Dee opening up about beauty, self-care and radical rest and what it means to them. “Black trans joy, for me, means safety,” says artist, performer, and actor Teague in the video.

“When I see another Black trans femme succeeding and thriving — nothing makes me more happy. It’s so special. Black trans folks, we endure so much critique and criticism, and there’s so much pressure that’s put on us to look a certain way, to be a certain way. Caring for yourself is such an important foundation.”

It’s a sentiment that We Are Fluide creative director Dev Seldon echoes. “I’m at my best when I’m speaking up, advocating for myself and my trans family,” they say. “We can’t wait for joy — we have to cultivate it and make time for it, take care of each other and ourselves. I know that whatever safety and freedom I have is a direct result of the work of the Black trans femmes who came before me and all of our queer elders who fought for our rights.”

We Are Fluide’s holiday collection is available here. Photography for the campaign by Alex Webster. Video by Tony D. White.

Read Next
LGBT rights Ghana homophobia gay
Ghana’s LGBTQ+ community is under attack – here’s how to help Beauty Feature
BTS
BTS star Jungkook proves DIY hair dye jobs are still as cool as ever Beauty news
Goop Labs
Gwyneth Paltrow’s kombucha and kimchi COVID advice criticised by NHS Beauty news
valentino voce viva lady gaga fragrance campaign
Valentino Beauty’s newest fragrance helps celebrate your voice and strength Product of the Week
folx health lgbtq trans healthcare hormones
FOLX Health is rewriting the script for LGBTQ+ healthcare Beauty Feature
cara delevingne model haircut hair shag trend
Cara Delevingne’s new shag haircut brings the hair trend into 2021 Beauty news
kris jenner skin skincare brand beauty
Step aside Kim & Kylie: Kris Jenner wants her own beauty brand Beauty news
skin skincare skinimalism trend regime
Why skinimalism, skincare’s fave new trend, is anti-capitalism repackaged Beauty Feature
furmaan ahmed non-binary photographer set designer artist
Furmaan Ahmed’s surreal atmospheric world is an escape from mundane reality Art Director
mona leanne makeup artist product review highlighter
This make-up must-have will give any look an ethereal iridescence Product of the Week
retinol skin glowing skincare
12 of the best retinols for glowing, rejuvenated skin products
Huda Beauty – Article Cover
How to win yourself a Huda Beauty Mercury Retrograde palette Beauty news
the c-list cancer beauty platform self-care
The C-List is the new platform making beauty safe for cancer patients Beauty Feature
lil uzi vert pink diamond forehead implant
Lil Uzi Vert on why he got his $24m pink diamond forehead implant Beauty news
goop vibrator sex toy sexual wellness
Goop just dropped its first vibrator Beauty news
ephemeral made to fade temporary tattoo ink
Ephemeral’s made-to-fade tattoos will change the industry forever Beauty Feature