• by Tanya Gazdik , June 27, 2021

For a third year, BMW of America is launching its Driven by Pride campaign in support of the LGBTQIA+ community.

Luxury womenswear designer LaQuan Smith rejoins BMW to design original Pride vehicle wraps for the BMW 4 Series coupe, following Smith’s role in BMW’s New York Fashion Week partnership.

The vehicle wraps, which adorned BMW’s all-new 4 Series Coupe in the annual New York City Pride parade today, are unique to this year’s campaign. 

Activist and renowned drag queen Shangela, who has appeared on "Ru Paul’s Drag Race," is joining BMW for digital content alongside the all-new BMW 4 Series Convertible, titled “The Ultimate Can’t Be Contained.”

Shangela also joined GLAAD’s head of talent, Anthony Ramos, for an Instagram Live interview June 23 sponsored by BMW.

Last year, BMW created a special iteration of its logo in support of the LGBTQIA+ community.  The animated logo replaces the company’s name with Pride in all capitals and adds a rainbow ring around the transparent outer border.