The 2019 Grammys

H&M Launches Its First Pride-Themed Capsule Line With Help From Kim Petras, Aja & More

Courtesy of H&M
Gus Kenworthy and Kim Petras in H&M's Pride Out Loud campaign.

H&M recently announced a new line of clothing they will be selling in stores across the United States. The new capsule line features LGBTQ-themed attire for those wanting to celebrate Pride month in June, marking the first time the company has marketed clothes specifically in support of the queer community.

To help market their new clothing line, H&M teamed up with OUT Magazine and multiple LGBTQ influencers to model their clothes. The “Pride Out Loud” campaign features stars like pop singer Kim Petras, Olympic freeskier Gus Kenworthy, Drag Race alumna Aja, model Shaun Ross and more.

The new Pride-themed line features a variety of different 70’s-inspired items, like crop tops, shorts, sweatshirts, cut-off jeans, fanny packs and more. Each item comes in a variety of pastel colors, some with graphic messages like “Equality” or  “Pride” printed on them.

“H&M believes in everybody’s right to love who they want,” Andreas Lowenstam, H&M’s head of men’s wear design told WWD. “We hope people can use H&M’s Pride collection to celebrate their belief in equal love.”

The new collection and the “Pride Out Loud” campaign will launch on May 31 in 148 stores around the U.S., along with select stores around the world and on the company’s online store.