Fashion brand H&M celebrates PRIDE month with My chosen family campaign that highlights the importance of the concept of non-biological families, which play an essential role for many people in the LGBTQIA+ community. The campaign focuses on three such families and their stories, it features chosen families from Spain, South Africa and the U.K., as well as families from several other countries including Colombia, India, Japan, and the U.S. As part of the campaign H&M will donate 100,000 USD to the United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide LGBTQIA+ community.
Inclusion and Diversity is about who we are and who we want to be and is deeply rooted in our values. To stay more relevant for both our customers and colleagues, we need to understand and genuinely embrace different perspectives. A truly inclusive environment will lead to better solutions, better decisions and better results. This year’s Pride brings the important topic of our chosen family to the conversation, and I am very proud of this important and beautiful campaign – Ann-Charlotte Berglind, Head of HR H&M