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Pride 2022: H&M launches ‘My Chosen Family,’ a colorful and beyond heart-warming campaign

Pride 2022: H&M launches ‘My Chosen Family,’ a colorful and beyond heart-warming campaign

‘Family is the people who love you, no matter who you love’

RuPaul Charles is one of the icons of the LGBTQIA+ community. In his series, RuPaul’s Drag Race, he once famously said, “We as gay people, we get to choose our family. We get to choose who we are around.” With inclusivity at the core of the community, those words are forever immortalized in the hearts of many.

H&M’s 2022 Pride campaign is somehow interconnected with that point of view as they launch the “My Chosen Family” campaign, centering on the concept of non-biological families which play essential roles for many people.

Chosen Families are basically people who you chose and vice versa, to support and love. H&M’s campaign particularly focuses on three of these families who are from different parts of the world including Spain, South Africa, and the U.K.

“Inclusion and diversity is about who we are and who we want to be and is deeply rooted in our values. To stay more relevant for both our customers and colleagues, we need to understand and genuinely embrace different perspectives,” Ann-Charlotte Berglind, head of HR at H&M, noted. “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.”

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“Family is a feeling. I think anyone can be our family,” told Martin Magner, who is from the South African family featured on the campaign film.

In line with this, H&M will also be donating $100,000 to the United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide LGBTQIA+ community. 

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