Protect the Dolls, usually stylized in all caps,[1] is a slogan in support of transgender women that was taken from 80's ballroom culture and introduced on a viral white T-shirt by American fashion designer Conner Ives. First appearing in public at the end of his London Fashion Week show on 23 February 2025, it was worn by several celebrities and politicians including Pedro Pascal, Troye Sivan and Grégory Doucet. Ives came up with the phrasing the night before his show, and it has since become a phrase adapted by the wider LGBTQIA+ community.
The T-shirts have followed the nonconsecutive re-election of Donald Trump, who had recently declared that the government would only recognize two genders.[4] Ives himself is friends with several transgender women and the women who walk his shows are transgender.[5] He generally avoided merging his fashion career and politics, though felt a "shift in the last six months where that level of compartmentalization just didn’t really feel relevant anymore," comparing the experiences of transgender people with that of his own as a teenager in an upper-middle-class suburb of New York City and concluding that trans people were facing worse problems.[6]
The T-shirts came amidst a rise in popularity for T-shirts with slogans in general.[5][7] Prior to the release of the T-shirt, Ives has said he was selling 50 to 60 orders a month.[5]
History
Design, London Fashion Week and initial virality
The T-shirt was created by American fashion designer Connor Ives. During the week leading up to his runway show at London Fashion Week in late February 2025, he wrote in his phone's Notes app "make a T-shirt that says something." The slogan itself was workshopped; an early idea was "We Heart the Dolls", in reference to the "I Love New York" slogan, which Ives discarded as he did not feel the need to promote his "love for [his] trans friends" on a T-shirt and wanted something closer to a call and response.[5] Another idea was also "For the Dolls".[1] He saw the protection of his trans friends, however, as "taken for granted",[5] though did not want to create a "feeling of peril."[4] Model and regular collaborator of Ives, Hunter Pifer, who was being fitted in the studio as he workshopped the shirt, pushed him to pick "Protect the Dolls".[1] "Dolls" is an affectionate term for a transgender woman,[5] linking to 80s ballroom culture.[4] Ives found the word "familiar," and "approachable". It is a term that is ubiquitous in some LGBTQ circles, but as of April2025[update] is less known to mainstream culture. He has said he will leave it "up to the interpreter to decide" whether the term implies a fixation on physical appearance, plasticity, or collectability.[1]
He proceeded to create the original shirt the night before the show, finding a deadstock white T-shirt and using heat-transfer paper to print "Protect the Dolls" in all caps, taking two to three minutes to do so.[5] The slogan appears in black in the Big Caslonserif typeface in all caps and is left-justified.[1]
At the end of his show on 23 February 2025,[1] Ives wore the shirt himself when walking down the runway,[5] a move inspired by the similar way Alexander McQueen ended his Spring/Summer 2006 runway show with a T-shirt bearing the words "We Love You Kate", in reference to Kate Moss who was gaining negative attention from the British tabloids at the time.[1]
The next morning, Ives woke up to 400 emails[1] filling his "whole inbox", asking where to buy the T-shirt.[5] Starting from 5pm GMT on 26 February 2025,[4] he sold them for £75[6] (around US$99); about 30% of the price was being used for raw material costs, production, printing, and shipping, with the rest of its proceeds being donated to the nonprofit community group and crisis hotlineTrans Lifeline.[5]
By 18 April Ives had sold £190,235 (about US$252,600) of the T-shirts, and said he was "putting up like 1,000 units in the morning and by the midafternoon they were gone."[5] Two drops of the T-shirts, nearly 2,000 of them, sold out by 20 April, with further pre-sales taking place before a planned indefinite opening of sales. These were possibly spurred by a negative reaction to the UK Supreme Court ruling that transgender women would not be defined as "women" for the purposes of the Equality Act 2010.[1] Pascal wore the shirt again in response to this at the London premiere of the film Thunderbolts* on 22 April.[12]
Lisa Nandy, UK Secretary of State for Culture, Media and Sport, wore a t-shirt at Pride in Leigh with the words "protect the dolls." The t-shirt had been made for the local event. The anti-trans advocacy group Sex Matters criticised Nandy for doing so.[13] In October 2025, Glamour UK declared "The Dolls" as their Women of the Year, and featured nine transgender models—Mya Mehmi, Dani St James, Shon Faye, Taira, Maxine Heron, Munroe Bergdorf, Bel Priestley, Munya and Ceval Omar—on the cover, each wearing a Protect The Dolls shirt.[14]J. K. Rowling responded negatively to the cover.[15]
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