This Pride season, H&M is showing their support of the LGBTI community with a collection, showcasing the message of love, equality, and self-expression. H&M has also teamed up with OUT magazine on Pride OUT Loud, an influencer campaign featuring Olympian Gus Kenworthy, pop music artist Kim Petras, model & activist Gabrielle Richardson, music artist Shaun Ross, and rapper & entertainer, Aja. The collection, which includes clothing and accessories, will be available online and in select stores globally from May 31st, with 10% of global sales going towards the United Nations Human Rights Office UN Free & Equal campaign.
The collection spreads the message of global love, with graphic prints like equality and pride lending a quirky retro nod to the 70s. Rainbows and pastel colors are featured as an iconic reference to LGBTI history. Styled together with summer must-haves, like paint splattered denim shorts or rainbow striped track pants, there is sure to be something for everyone.
“H&M believes in everybody’s right to love who they want,” says Andreas Lowenstam, H&M’s Head of Menswear Design. “We hope people can use H&M’s Pride collection to celebrate their belief in equal love.”
“Lesbian, gay, bisexual, trans and intersex people have the same right as everyone else to be protected from violence and discrimination,” says Peggy Hicks, Director of thematic work at the UN Human Rights Office. “The support we receive from H&M will help the UN Free & Equal campaign work together with activists and equality champions to raise public awareness and mobilize for positive changes in laws and attitudes.”
H&M debuted the collection in Brooklyn, NY with an event at Freehold on Tuesday, May 22nd. The night started with guests being welcomed by a rainbow arch as they walked into a room lit up in a pastel rainbow spectrum. Those in attendance enjoyed Pride-themed cocktails and bites while listening to smooth tunes through the evening. The night ended with a show-stopping the performance by renowned Brooklyn Drag performer, Aja.