H&M LGBTQI range celebrates ‘love for all’

Global fashion retailer H&M is supporting “love for all” with a new capsule collection celebrating equality.

The H&M LGBTQI range will be available in selected stores worldwide and on hm.com from this month.

Celebrating “everybody’s right to love whoever they want”, the fast-fashion brand’s show of support for LGBTQI equality is a capsule collection for women, men and non-binary individuals. The range features slogan t-shirts, sportswear-inspired garments and fun accessories.

“We wanted to create a certain vibe with a colourful collection – vibrant, statement-making and joyful,” said H&M’s head of design Emily Bjorkeheim. “There´s actually a lot of mixing and matching that can be done, which reinforces H&M’s messages of inclusivity and equality. Anyone can find their favourite piece and simply wear it with self-confidence.”

The H&M LGBTQI capsule collection includes tops and t-shirts with graphic prints championing diversity, equality and pride as well as rainbow colours. Silhouettes range from cropped and boxy to body-hugging and sporty – all with a retro nod while remaining modern in expression.

“H&M strives to be a mirror of global society, one that fully embraces a central message of ‘Love for All’, standing up for people’s right to love whoever they want, wherever they are,” said H&M’s global marketing and communications director Sara Spannar. “We are proud to continue our support for LGBTQI equality by celebrating love and raising awareness about the fight for equal rights, diversity and inclusivity.”

H&M is donating 10 per cent of capsule sales to the UN Free & Equal campaign for equal rights and fair treatment for lesbian, gay, bi, trans and intersex people around the world.

This story first appeared on sister site Inside Retail Asia.


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