H&M Launches First Ever Pride Collection Dedicated LGBTQ+ Community

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H&M Launches First Ever Pride Collection Dedicated LGBTQ+ Community

H&M Launches First Ever Pride Collection Dedicated LGBTQ+ Community


HandM-launches-its-first-ever-Pride-collection-dedicated-to-the-LGBTQ-community

Currently, Swedish retail giant H&M is gearing up for the release of their first Pride collection, set to launch on May 31. This is H&M’s first attempt at creating a capsule collection dedicated to the LGBTQ+ community, and will be releasing it right in time for Pride month, which starts on June 1.

“H&M believes in everybody’s right to love who they want. We hope people can use H&M’s Pride collection to celebrate their belief in equal love,” Andreas Lowenstam, H&M’s head of menswear design told WWD.

The capsule collection is largely inspired by the ’70s, and includes brightly coloured T-shirts, crop tops, sequinned shorts and empowering slogan sweatshirts. It also heavily incorporates prismatic colours, which have become synonymous with the LGBTQ+ community.

In addition to the collection, H&M has also partnered with Out, an LGBT fashion, entertainment and lifestyle magazine, to launch a campaign titled “Pride Out Loud”, featuring influencers such as Kim Petras, Gabrielle Richardson and Shaun Ross—the campaign will launch on May 31 too and the images will be showcased on departmental store windows as well as online, along with a series of videos produced by the lifestyle publication.

H&M’s focus on promoting equality is not new; the retailer has always prided itself on offering “fashion for everyone”. “Equality, diversity and inclusivity have been deeply rooted in our values for a long time,” explained H&M spokesperson Emily Scarlett.

The collection will be available at select stores in the US, but can also be found online globally

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