Conner Ives, a London-based designer, ended his fall 2025 runway show at London Fashion Week with a slogan t-shirt that read “Protect the Dolls” in support of trans women. The design was an intentional nod to Alexander McQueen’s 2005 “We Love You Kate” tee. The shirt went viral, becoming a must-have fashion item worn by pop stars, designers, and actors, raising tens of thousands of dollars for trans lives. Troye Sivan wore the shirt at Coachella, selling over 200 copies within a day. Other celebrities like Pedro Pascal, Haider Ackermann, and Tilda Swinton have also worn the shirt, with videos of their appearances going viral. Ives has been overwhelmed by the response, joking that he “can’t believe a t-shirt is the most popular thing I’ve ever made!”. The unexpected success has brought organic exposure to his brand.
