The fashion company H&M is launching its first ever Pride-centric collection. The advertising campaign will star Aja from RuPaul’s Drag Race and Winter Olympian Gus Kenworthy.
The Pride Out Loud Collection is comprised of accessories, clothes, and other fashion-related goods. The Swedish clothing giant plans to formally unleash the Pride collection on May 31. A prologue launch event was held in Brooklyn on May 22, and featured a rainbow arch.
The clothes will be distributed primarily in Canada and the United States. The clothing line is said to be Seventies-themed, with playful entries including cut-off jeans, pastel crop tops, and fanny packs.
This is the first LGBTQ-themed collection launched by H&M. Other stars drafted for the collection include the singer Kim Petras, models Shaun Ross and Gabrielle Richardson, and several other noteworthies.
And charity’s involved: ten percent of the collection proceeds will go to the UN’s Human Rights Office Free & Equal Campaign.
Approximately 148 stories will sell the collection.