Levi's Mannequins Sporting White Knots In Support Of Gay Marriage

LEVI’S is getting in the spirit of the season by dressing its storefront mannequins in white. In Levi’s-owned stores in New York, Los Angeles, Chicago and San Francisco, that means more than just marking the passing of Memorial Day, the traditional date to begin wearing white: in 20 stores, the mannequins’ white Levi’s jeans and shirts are adorned with White Knots, a symbol of solidarity with the same-sex marriage movement.
The symbol was made more timely by the California Supreme Court’s decision on Tuesday to uphold Proposition 8, which banned gay marriage in the state. Developed by Frank Voci, a digital media consultant, as a response to Proposition 8’s passage last November, the White Knot for Equality is a white ribbon tied in a knot.
It has been worn by the actress Anne Hathaway at President Obama’s Inauguration; Dustin Lance Black, the screenwriter of “Milk,” at the Oscars; and Mayor Michael R. Bloomberg, at a May 17 Manhattan rally supporting gay marriage. At the GLAAD Media Awards in Los Angeles in April, the comedian Kathy Griffin wore a bikini with a strategically placed White Knot.
With that kind of visibility and the online support among gays, lesbians and straight allies, the merchandising team at Levi’s was prompted to ask Mr. Voci if the company could use White Knots in its stores.
“Our design team was seeking something that would resonate beyond just fashion but also fit with our white product theme,” said Rene Holguin, senior vice president for global creative services for the Levi’s brand.
Levi Strauss & Company has a tradition of supporting equal rights for gays. Last fall, the San Francisco-based company filed an amicus brief with the California Supreme Court outlining the economic advantages of allowing same-sex couples to wed. The company has also signed on to sponsor a programming block on Logo, the gay cable channel owned by MTV Networks, and developed a marketing partnership with “Milk,” the Focus Features movie about Harvey Milk, the gay civil rights leader.
“We always try to connect to the energy and events of our time,” said Erica Archambault, Levi’s director of brand marketing and public relations. “What’s the pioneering spirit of today? A lot of people are rallying around marriage equality and fighting for that and so many individuals within our company feel so strongly about it.”
The Levi’s stores have no signs or conspicuous messages about the White Knot for Equality organization. Instead, the intent is to encourage customers to talk with employees, who have been briefed on the campaign. “We have weekly calls with our store managers and we sent out detailed information about the White Knot organization and also ways in which we’re supporting marriage equality over all as a company,” Ms. Archambault said.
The point, she said, is for sales staff “to be educated and able to have an informed conversation that’s more interactive than reading off a card or something.”
Mr. Voci said that he decided to create a symbol after seeing a number of rallies opposing the passage of Proposition 8. Inspired by the red ribbon for H.I.V./AIDS and the pink ribbon for breast cancer, he headed to a fabric store and began playing with white ribbon. “I was trying to figure out something different to do with it,” he recalled. “I tied it in a knot and thought, ‘Oh, tie the knot, like getting married.’ ”
“Everyone should have the right to tie the knot,” he said.
His eureka moment also led to the creation of a Web site, WhiteKnot.org. The owner of Voci Media Works, Mr. Voci advises companies like Living Proof, which makes hair- and skin-care products, on Internet strategies. He said he applied his knowledge to develop the WhiteKnot.org site. Volunteers have made thousands of White Knots, and the site features stories about their efforts.
Mr. Voci said he was not interested in turning the White Knot campaign into a major fund-raising operation. Instead, he said, he plans to support the efforts of established organizations like the Human Rights Campaign and Freedom to Marry.
Mr. Voci said he hoped that the White Knot could represent other initiatives promoting gay civil rights. “There’s a larger push for overall equal rights, the repeal of DOMA” — the Defense of Marriage Act — “the repeal of ‘don’t ask, don’t tell,’ the passage of a hate crimes bill and the end of workplace discrimination,” he said. “Marriage equality seems to be the headliner right now, but what we really want is comprehensive civil rights.”
Ricki Lake, the actress, has worn the White Knot to events. “It’s so simple and it says a lot,” she said. “It’s the same thing as the Lance Armstrong LiveStrong bracelet — that simple gesture that gets the word out.”
from The New York Times