This Pride season, H&M is joining in the party with its new collection ‘Love for All’. It’s about the perfect pieces for everyone to join in and celebrate the message of love, equality and self-expression. 10% of the sales price from the ‘Love for All’ collection will be donated to UN Free & Equal, the United Nations Human Rights Office campaign whose aim is to build a world where no-one should be afraid because of their sexual orientation or gender identity. The collection is available in selected stores and on hm.com.
“H&M believes in everybody’s right to love who they want,” says Andreas Löwenstam, H&M’s men’s head of design. “We hope people can use H&M’s Love For All collection to celebrate Pride and their belief in equal love.”
“Lesbian, gay, bisexual, trans and intersex people have the same right as everyone else to be protected from violence and discrimination,” says Peggy Hicks, Director of thematic work at the UN Human Rights Office. “The support we receive from H&M will help the UN Free & Equal campaign work together with activists and equality champions to raise public awareness and mobilise for positive changes in laws and attitudes.”
Love For All is full of fun pieces that show the depth of feeling that Pride creates. It’s a collection of high-energy summertime looks with a retro nod to the 70s, packed with positive messages and the all-important rainbow flag colours.
Crop-sleeve T’s are printed with messages such as “LOVE” or “EQUALITY”; T-shirts with bands of rainbows running across them; denim vests with the message on the back “LOVER NOT A FIGHTER”; rainbow-trim crop tops as well as the cutest summer shorts, from cropped and distressed denims to little gym shorts. There are all the accessories you need for Pride, from caps and tote bags to umbrellas and whistles for making the proudest noise.