The famous Swedish brand H & M has for years been launching collections with the coolest brands of the moment such as Kenzo and Erdem, thus succeeding in increasing its reputation. In May, however, he decided to approach his style to one of the most discussed social causes by deciding to support the LGBTI community. The collection will be launched on May 31 and will be a line that will feature t-shirts, tops, tank tops, shorts, jeans, sweatshirts and accessories characterized by pastel colors, rainbow prints (trend of the moment) and graphics that praise the equality, pride and love, with written effect as “Equality, Liberty and Love” all obviously in line with the ’70s twist, elements now typical of the demonstrations such as gay pride.
It is no coincidence that this new collection will be launched near the time when most of the demonstrations in favor of sexual freedom and against homophobia take place every year on the occasion of the “LGBT Pride Day”, in the days before or after on June 28, which commemorates the Stonewall revolt in New York in 1969, the symbolic date of the beginning of the homosexual liberation movement.
Among the testimonials of the new campaign created by H & M for the promotion of the collection there are also the American Olympic athlete Gus Kenworthy – homosexual and in the forefront for the protection of gay rights – and the drag queen Aja, very popular in the United States.
The line takes the name of “Pride out Loud” and 10% of the proceeds from its sale will be donated to the Free & Equal association which operates all over the world to defend homosexual, transsexual and intersexual communities. In this way, H & M decides to openly stand up for the respect and protection of these communities, thus writing a new paragraph in the fashion world, launching the clear message of dressing everyone, regardless of sexual orientation, of the colors of the rainbow.