H&M to release its first ever Pride collection

Budget fashion retailer H&M is set to release its first ever Pride collection of clothes and accessories.

The collection, which is inspired by the 70’s, will feature a range of items including t-shirts, crop tops, jeans, shorts, hoodies and accessories that feature rainbows and pro-LGBT phrases.

The release of the collection on May 31 will be the first time the brand has made a “cohesive” set of clothes and accessories in support of the LGBT community and Pride events.

The clothes will launch in the 148 H&M stores across the US, as well as a physical release in stores in Canada. The collection will also be available globally online.

(H&M)

“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.” Andreas Lowenstam, H&M’s Head of Menswear Design told WWD.

“Equality, diversity and inclusivity have been deeply rooted in our values for a long time,” H&M spokesperson Emily Scarlett added.

H&M launched a campaign to join the collection in collaboration with Out magazine, featuring decorated Olympic skier Gus Kenworthy and RuPaul’s Drag Race star Aja.

(H&M)

Songwriter Kim Petras and models Gabrielle Richardson and Shaun Ross also feature in the campaign.

10% of the proceeds from the collection will reportedly be donated to the United Nations Human Rights Office Free & Equal campaign.

In February, luxury fashion house Burberry launched a new rainbow themed collection in support of three major LGBTQ+ charities as part of London Fashion Week.

(H&M)

Related: One Million Moms attack ‘transgender’ H&M model… but she’s not actually trans

Other retailers have begun to release their own Pride-themed merchandise in the build-up to June’s Pride month and events across the globe.