H&M will have a 70’s inspired collection including t-shirts, crop tops, jeans, shorts, hoodies, and accessories covered in rainbows and pro-LGBT phrases.
Tomorrow the brand will drop this collection in support of the LGBT community and Pride events in 148 stores within the United States and Canada.
“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 Women’s Wear Daily in a 2018 report.
“Equality, diversity, and inclusivity have been deeply rooted in our values for a long time,” H&M spokesperson Emily Scarlett added.
To make this Pride collection truly special they needed some help.
According to a Billboard 2018 report, to help market their new clothing line, H&M teamed up with OUT Magazine and multiple LGBTQ influencers to model their clothes. The “Pride Out Loud” campaign features stars like pop singer Kim Petras, Olympic freeskier Gus Kenworthy, Drag Race alumna Aja, model Shaun Ross and more.
“I just want to let people know that they exist and they’re not alone,” Artist-activist Gabrielle Richardson told Glamour about her appearance in the campaign in a 2018 report. “People want to start a conversation, people want to start a dialogue. When you have something like a shirt that says ‘equality,’ people see it and they have an immediate visceral reaction. If anything, that will help facilitate these important conversations. [When] it’s something as universal as a shirt, it can really set the fire. It can really start the conversation.”
According to a 2018 Women’s Wear Daily report, The images will be used in the windows and featured in the departments that will house the collection. They’ll also be used on the H&M and Out websites where a series of videos that Out has produced will speak to each influencers’ experience as members of the LGBTI community.
H&M debuted the collection at an event in Brooklyn on May 22, Tuesday night. Pride inspired drinks and food were served and Aja performed.
10% of the proceeds from the collection will reportedly be donated to the United Nations Human Rights Office Free & Equal campaign.