Fashion brand H&M launched Beyond the Rainbow interactive campaign that supports the LGBTQIA+ community and celebrates diversity, equality and transparency. With the campaign H&M invites LGBTQIA+ community to share their own Pride stories through the brand’s web app. Stars of the campaign are musician and actor Joaquín Bondoni, actress and singer MJ Rodriguez, influencer Héctor Trejo, model and DJ Sus Wilkins and artist and actor Chella Man among others.
It’s not to wave around to show like ‘We’re here’, it’s ‘Look what we fought for’. We’re the ones who created our own liberation. The Pride flag is beautiful, but I’m not sure a lot of people understand how beautiful, I’m not just talking about the colours, it’s what’s beyond them – Mj Rodriguez
Do treat Pride as a party, but also remember how you got that right to party, because it didn’t come from nowhere – Ashley Wright
I am very proud of the way this campaign brings together the LGBTQIA+ community and tells all these different but so important stories of pride. It connects directly to our core values and encapsulates our social vision to enable everyone at H&M and beyond to live the life they want, express who they are and to be the best of themselves – Pascal Brun, Global Sustainability Manager, H&M.
H&M will donate 100,000 USD to United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide LGBTQIA+ community.