For Pride 2022, H&M is celebrating chosen families. The campaign says "Family is the people who love you, no matter who you love." It focuses on non-biological families which play an essential role in the LGBTQIA+ community. Families from Spain, South Africa, and the U.K. are featured in the campaign.
"Inclusion and diversity is about who we are and who we want to be and is deeply rooted in our values," says Ann-Charlotte Berglind, head of HR H&M. "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."
Take a look below.
