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Milk does more than the body good—it makes a statement. British heartthrob Jonathan Bailey, known for his mesmerizing roles and devilish charm, has recently made waves by launching one of the most seductive LGBTQ+ campaigns in recent memory.
On Thursday, Bailey unveiled The Shameless Fund, his brand-new LGBTQ+ charity, with a provocative collaboration with the high-fashion brand Loewe.
The charity’s debut project, a tantalizing T-shirt featuring milk dripping from the collar with the phrase “Drink Your Milk,” is a nod to one of the most steamy scenes in Showtime’s queer historical miniseries, Fellow Travelers.
The shirt, capturing a pivotal line from the series delivered by the dashing Matt Bomer, is set to immortalize the electric chemistry between characters Hawk and Timmy.
In a sultry series of photos and videos, Croatian artist Ivan Cidrian steps into Bailey’s shoes, re-enacting the infamous milk scene. This collaboration is not just about turning heads; it’s about raising funds for LGBTQ+ initiatives.
Bailey’s vision for The Shameless Fund is clear: to support international, national, and grassroots LGBTQ+ non-profits, creating a world where every LGBTQ+ person can live authentically, love freely, and thrive without discrimination.
In an Instagram post, Bailey shared the inspiration behind the T-shirt and his collaboration with Loewe’s gay creative director Jonathan Anderson.
“In a splat, the design of the Drink Your Milk T-shirt appeared in my head one fine morning,” Bailey wrote. “I knew @jonathan.anderson was the only person playful, creative, and horny enough to flip that vision into a reality.”
The shirt, which is “for anyone who’s ever tasted milk,” will be available starting June 27th at select Loewe stores and online for $235.
+Related: Matt Bomer and Jonathan Bailey Bonded for Life Through Toe Sucking
Bailey’s relationship with Anderson began at Loewe’s runway shows, where they bonded over their shared passion for fashion and LGBTQ+ advocacy.
Anderson, equally excited about the project, told Vogue, “I’m a strong believer in using fashion to share information, educate, and support great causes, so when Jonathan Bailey called with this idea, there was no way I could refuse. He’s incredibly inspiring, wearing his heart on his sleeve, dedicated to his craft, culture, and being a champion for the LGBTQ community.”
This collaboration signifies the beginning of many more projects from The Shameless Fund. Bailey emphasized, “The Shameless Fund is a passion project that will support international, national, and grassroots LGBTQ+ non-profits to forge a world where every LGBTQ+ person can live authentically, love freely and thrive without the burdens of discrimination, oppression or shame.”
Without revealing exact figures, Loewe has committed to donating a portion of the proceeds from each T-shirt sale to The Shameless Fund.
So, start saving your coins, fashion lovers, because this “thirsty” tee is sure to sell out fast. And with every purchase, you’re not just making a fashion statement—you’re supporting a cause that’s all about love, authenticity, and pride.
Get ready to drink your milk and wear your pride on your sleeve—literally.
+Related: Fellow Travelers – The Hawk and Tim Love Story