Text Credits: Vishakha Menon

As the LGBT community gears up to celebrate the pride month in June this year, H&M is all ready to launch its first ever Pride Collection. Collaborating with influencers and bloggers like Olympian Gus Kenworthy, Aja, singer Kim Petras, model and activist Gabrielle Richardson, and actor and model Shaun Ross, the campaign calls out to love with freedom, heads up and walk around with pride. Strongly influenced by the 1970s, the brand is set to launch brightly coloured T-shirts, sequinned shorts, hoodies, slogan sweatshirts and glittered crop tops. The history of LGBT has also been taken as a homage that H&M is paying, remembering the National Pride march of the 1960s in New York. The strong colours, which has become the epitome of identity of the LGBTQ community has been played around with as accents and in graphic quotes.

Image from: styleandsociety.com

Partnering with the LGBT magazine Out, the brand is set to host the Pride Out Loud campaign. The crusade is set to unravel its complete launch on May 31 featuring top influencers and personalities. Ready to hail into 148 US stores, the new line will also be available online. The brand will also be donating ten percent in favour of the LGBT community.

The splendour at the premier launch that took place witnessed a wide array of rainbow eateries, drinks and a huge rainbow arch welcoming them. “Equality, diversity and inclusivity have been deeply rooted in our values for a long time,” said media relations manager, Emily Scarlett. H&M, never failing to excite its audience, has always adhered in bringing up trending and social topics and translating them into unique fashion statements.

Image from: glamour.com

As we see other high-end and high street brands, like Burberry, which launched a rainbow themed collection and Primark, which announced a Pride merchandise launch across Europe and the US, there is an assertive response which has reciprocated from the fashion industry with the advent of the LGBT protests and pro-activism. As the brands are plunging in their contributions, eagerly waiting for the pride month, H&M has indeed taken a smart move by getting the fashionistas and LGBT community spread the word with their strong visuals going round the globe. Fingers crossed, all await the brand’s grand launch of the first ever Pride collection. “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,” said Andreas Lowenstam, head of menswear department.

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