Love and Belonging: H&M Celebrates Chosen Families in Their Latest Campaign

Love and Belonging: H&M Celebrates Chosen Families in Their Latest Campaign


H&M continues to deepen the conversation on inclusivity by going outside the personal and embracing different perspectives through chosen families

“Family is people who love you, no matter who you love.” This is the message of the global fashion mainstay H&M for their latest campaign that celebrates pride in a more communal form. Entitled “My Chosen Family”, the campaign brings the stories of chosen families from around the world to the fore through a series of creative visuals and videos. A vibrant cast of chosen families from Spain, South Africa, and the U.K., as well as families from other countries like Colombia, India, Japan, and the U.S. got to express and emanate what the true feeling of love and belonging looks and feels like.

A bond forged from understanding

H&M Pride 2022 My chosen family

A chosen family is a non-biological relationship with a group of people who have intentionally chosen to support and love one another. These families have become a core part many people in the LGBTQIA+ community, often being their refuge in times of hardships. They are more than just friends or confidants—they are your brothers and sisters in a shared identity. H&M celebrates this cultural shift and stands behind the LGBTQIA+ community to further explore and express topics of togetherness.

H&M Pride 2022 My chosen family

“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. 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,” says Ann-Charlotte Berglind, Head of HR H&M.

“Family is a feeling. I think anyone can be our family.”

Martin Magner, from the South African family in the campaign film

Bringing this message closer to the community, a donation of USD 100,000 will be made to the United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide LGBTQIA+ community.

If you have a chosen family of your own, hug them tight. To have a circle that creates and share the feeling of love and care is something worth treasuring.

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