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H&M to release its first ever Pride collection

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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 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.


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.


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.

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