Photo of Target's 'USA' Collection Goes Viral During Pride Month
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Target is going viral for a collection that features merchandise with the American flag and the word "USA" in posts that have been shared on social media at the beginning of June, which is the beginning of Pride Month.
Newsweek has reached out to Target via email for comment.
Why It Matters
Target announced in January that it would roll back its DEI programs following Trump's executive order to dismantle the federal government's DEI initiatives, which he described as "radical" and wasteful."
A Target corporate logo hangs on the front of their store on May 17, 2025, in Jersey City, New Jersey.
A Target corporate logo hangs on the front of their store on May 17, 2025, in Jersey City, New Jersey.
Getty Images/Gary Herson
The move sparked pushback from many customers, who viewed it as a betrayal of the company's previous commitments to promote diversity. Many consumers have boycotted Target over the DEI decision in hopes of pressuring Target to reverse course and reinstitute those initiatives.
June marks Pride Month, a celebration that coincides with the anniversary of the 1969 Stonewall Riots, a series of protests for gay liberation. This year's Pride Month comes at a critical time for LGBTQIA+ people as Republican lawmakers in several states move to end same-sex marriage and the Trump administration has taken multiple steps to unravel protections for transgender Americans. Pride celebrations have been met with swift backlash on social media, reflecting tensions and polarization.
What To Know
In a post on X, formerly Twitter from @JKHomestad wrote: "Walking into @Target - instead of a giant "PRIDE" display as in the past, they have a USA section!!" The post has been viewed 2.4 million times as of reporting, and it's not clear exactly when it was taken.
Walking into @Target - instead of a giant "PRIDE" display as in the past, they have a USA section!! This is winning! 🇺🇸🇺🇸🇺🇸 pic.twitter.com/xgs4S4urix — Katie Yonke (@JKHomestead) June 1, 2025
Target does have a Pride collection this year, though it has reportedly been scaled back in comparison to recent years, with the aim of "Inclusivity for Everyone," according to a report from the outlet Women's Wear Daily.
The Pride collection section on the company's website features various rainbow print items, tops with the word "Proud" printed on them, and has a section for LGBTQ+ owned brands.
Target has received criticism from both sides of the political spectrum in recent years. In 2023, many conservatives called for a boycott of the retail chain following the release of its 2023 Pride collection items, which promoted the LGBTQ+ community.
Then, in 2024, the retailer was criticized for removing its LQBTQ+ Pride Month range from some of its stores.
After rolling back their DEI initiatives earlier this year, Target has received criticism from Liberals, who have also called for a boycott of the retail chain.
What People Are Saying
Danielle D'Souza Gill, the wife of Republican Congressman Brandon Gill, in a post on X: "In 2023, Target lost over $9 billion and saw its first sales drop in 6 years over their Pride display, per Fox. Now, their Pride display is gone, replaced by a massive USA display. They are now saluting the right flag!"
Derrick Evans, in a post viewed 598,100 times on X: "Target OPTS OUT of Pride month & replaced its Pride collection with an America First Summer display. Target also recently scrapped its DEI program."
What's Next
Pride Month celebrations will take place across the U.S. this month, with the annual WorldPride set to take place in Washington, D.C., this year.
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