On June 1st, 2022, H&M launched the “My Chosen Family” campaign, supporting the LGBTQIA+ community and Pride. With the caption “Family is the people who love you, no matter who you love”, the campaign celebrates non-biological families, which are crucial for many people in the LGBTQIA+ community.
For this campaign, H&M brought together many chosen families – those made up of people with non-biological bonds who have chosen to love one another. H&M focuses mainly on three of them, brought together from around the world and encouraged them to share their stories and opinions on the topic of family and eternal love.
In addition to the campaign, H&M will donate 100,000 USD to the United Nations Free & Equal Campaign.