Swedish multinational clothing-retail company H&M, best known for its fast-fashion clothing for men, women, teenagers, and children, has announced the launch of its new clothing collection to celebrate LGBTI Pride.
Featuring a range of items including t-shirts, shorts, jeans, caps, and socks, the 70’s inspired Pride clothes feature unique rainbow colours, prints, and slogans.
Utilising LGBTI influencers, and role models in a photo and video campaign, created with Out magazine to promote the line, H&M says the new collection highlights H&M’s belief “in everybody’s right to love who they want.”
H&M have since announced that ten percent of the profits made from the sale of the clothes will go towards the United Nations Human Rights Office Free & Equal campaign, which promotes the equality of LGBTQ people around the world.
Marking the first time that the company has created a “cohesive line” to show its support for the LGBTQ community, Andreas Lowenstam, H&M’s head of men’s wear design, told wwd.com that he hopes “people can use H&M’s Pride collection to celebrate their belief in equal love.”
Speaking about the new collection, H&M spokesperson Emily Scarlett says, “Equality, diversity, and inclusivity have been deeply rooted in our values for a long time,” adding that the collection will both celebrate “diversity” while “celebrating the joy of fashion.”
The release of the Pride collection is timed with the start of the Pride season in many countries in Europe and in North America, and while the clothes will be available in stores and online in the US, it’s not yet clear if they will be sold in both New Zealand and Australia, or elsewhere around the world.
Last Updated on May 29, 2018