May 21, 2019
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H&M launches collection in support of UN Free & Equal campaign

May 21, 2019

H&M has launched a rainbow-themed capsule collection celebrating the LGBT+ community, and pledged to donate 10% of proceeds to the UN Free & Equal campaign.


Launching in selected stores and online this month, the unisex collection includes a range of slogan t-shirts, sportswear-inspired garments, multi coloured shorts, a nylon zip-up jacket and accessories.

“We wanted to create a certain vibe with a colourful collection – vibrant, statement-making and joyful. There’s actually a lot of mixing and matching that can be done, which reinforces H&M’s messages of inclusivity and equality,” said Emily Björkeheim, head of design divided at H&M.

The launch of the new collection coincides with the upcoming start of Pride Month, celebrated each year in the month of June to commemorate the Stonewall riots in the US. During the same month, various events are held across the world to celebrate and recognise the influence of the LGBT+ community.

“H&M strives to be a mirror of global society, one that fully embraces a central message of ‘Love for All’, standing up for people’s right to love whoever they want, wherever they are. We are proud to continue our support for LGBTQI equality by celebrating love and raising awareness about the fight for equal rights, diversity and inclusivity,” commented Sara Spännar, global marketing and communications director at H&M.

The United Nation’s Free & Equal campaign, launched in 2013, promotes the equal rights and the fair treatment of lesbian, gay, bi, trans, and intersex people worldwide.

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