PRIDE 2021: Go beyond the celebration by sharing your story with this emotional campaign

Swedish fashion retail giant H&M launches Beyond the Rainbow

To encourage everyone to participate and share their individual stories during Pride month, H&M unveils its interactive campaign Beyond the Rainbow with a power cast of LGBTQIA+ heroes. Among them are American actress and singer Michaela Jae Rodriguez, Mexican influencer Hector Trejo, Danish actor and global Pride ambassador Sus Wilkins, and American activist Chella Man, among others.

“It’s not to wave around to show like ‘We’re here,’ it’s ‘Look what we fought for.’ We’re the ones who created our own liberation,” shares Michaela Jae. “The Pride flag is beautiful, but I’m not sure a lot of people understand how beautiful. I’m not just talking about the colors, it’s what’s beyond them.”

The Pride flag is also a focal point for the tech-driven campaign. To access the stories, customers and fans can scan any rainbow flag, add Instagram filters, and share their own content in social media through its web app available on hm.com.

“I am very proud of the way this campaign brings together the LGBTQIA+ community and tells all these different but so important stories of pride,” tells Pascal Brun, H&M’s sustainability manager. “It connects directly to our core values and encapsulates our social vision to enable everyone at H&M and beyond to live the life they want, express who they are and to be the best of themselves.”

On top of these efforts, H&M is set to make a $100,000 donation to the United Nations Free and Equal campaign, an initiative of the United Nations Human Rights Office, standing up for equal rights and fair treatment for the LGBTQIA+ community worldwide.