LGBTQ+ Pride Month

H&M Launches Its First-Ever Pride Collection In Support Of The UN Free & Equal Campaign

"We celebrate that everyone should be free to love who they want as loud as they want."

June 1 kicks off Pride Month. In honor of the occasion, many are helping to spread a message of love and equality. Disney, for example, kicked things off by selling "Mickey Mouse Rainbow Love" ears back in April. Now H&M is also getting involved ahead of the festivities with the release of its Love For All collection.


The collection launched globally on May 31 and marks a milestone for the Swedish retailer as it's the first time it has launched a "cohesive" range in support of the LGBTQ+ community.

H&M explains on its website, "This Pride, we celebrate that everyone should be free to love who they want as loud as they want." The collection celebrates the inclusive message with "equality," "love," "free and equal," and "love united" emblazoned across various pieces along with rainbow motifs.

"H&M believes in everybody's right to love who they want," continues Andreas Löwenstam, H&M's men's head of design, in a press release. "We hope people can use H&M's Love For All collection to celebrate Pride and their belief in equal love."

Courtesy of H&M

In addition to promoting a positive message, H&M's Love for All collection will help benefit the UN Free & Equal campaign which helps support the equal rights and fair treatment of the LGTBQI+ community. Products marked with "UN Free & Equal" that are purchased between May 7 and November 11, 2018 will have 10 percent of sales donated to the cause with a guaranteed donation amount of $350,000.

Courtesy of H&M

Peggy Hicks, director of thematic work at the UN Human Rights Office, states, “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."

Courtesy of H&M

To coincide with the Pride collection, Pink News reports H&M launched a campaign in collaboration with Out magazine, featuring RuPaul's Drag Race star Aja, Olympic skier Gus Kenworthy, model Shaun Ross, songwriter Kim Petras, and model Gabrielle Richardson.

Check out the video below to see more of the H&M Pride Out Loud campaign:


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