“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.
The lesbian, gay, bisexual, and transgender (LGBT) community and its supporters are still fighting for equal rights in many places. The LGBT community continues to be underrepresented. Some still do not embrace and express their true identities, which in the long run contributes to a lack of acceptance of LGBT’s. Many politically liberal brands are extra conscious of these issues, such as H&M, Starbucks, etc. Pride month, pride parades and even pride collections are created to encourage people to celebrate and be proud of who they are.
Fashion is all about expressing yourself, which is why the industry is in the perfect position to empower individuals, encourage self-confidence and promote social movements. Some fashion brands have launched pride collections in the past such as; American Eagle and Hollister. These brands donate 100 percent of the proceeds from their pride collections. American Eagle donates to the It Gets Better Project, and Hollister donates to GLSEN (Gay, Lesbian, Straight Education Network. Support of the LGBTQ community was also present during London Fashion week when luxury fashion house- Burberry, launched a new rainbow themed collection in support of three major LGBTQ charities.
Equality, diversity, acceptance, and “doing good” are all values of H&M. H&M claims to do things “The H&M Way”. The H&M Group says; “When we do business “The H&M Way” we do so ethically, honestly and responsibly. We continually encourage our suppliers and other business partners to do the same.” You can find a guide about H&M’s ethical policies on their website. “Human rights are recognized, and we treat each other with integrity, respect, humbleness and dignity. We promote diversity and equality and do not tolerate any kind of discrimination.”
H&M Will launch their first ever pride collection on May 31st, 2018. It will be available for purchase at 148 brick-and-mortar stores, nationwide, select stores in Canada, as well as on the H&M website. The collection will launch just in time for June- pride month. It is a capsule collection created in support of the LGBTQ Community. The collection will consist of classic tees, crop tops, jeans, and more. The rainbow which represents the LGBTQ community will be a major staple in the collection. It has a retro vibe that resembles clothing from the 1970’s.
For the launch, H&M has created a campaign in collaboration with Out Magazine. Out Magazine is an LGBT fashion and lifestyle magazine that was first issued way back in 1992. It has the highest circulation of all LGBT magazines in the United States, with circulation of about 203 thousand. It has won many awards, one being the GLAAD Media Award for “Outstanding Overall Media Coverage.” The LGBT community will be enthused that H&M is collaborating with a popular magazine that was made just for them. They are calling their influencer initiative, Pride Out Loud.
Not only is H&M collaborating with LGBT publications, they are collaborating with celebrities who are supporters or members of the LGBTQ community. The Pride campaign features Olympic freestyle skier, Gus Kenworthy; pop music artist, Kim Petras; model and activist, Gabrielle Richardson; rapper and drag entertainer, Aja; and model and musician, Shaun Ross.
H&M’s Pride collection is predicted to be a great success. You can now find it in your local H&M location or on their website today!
Featured image via Open Clip Art