It’s officially Pride month and H&M’s 2021 Pride campaign has arrived. This year, the fashion giant is waving the rainbow flag high with a tech twist.
On June 1, the brand launched its Beyond The Rainbow campaign. They developed an app for people from around the world to share their stories – and how you access people’s stories is the fun part. Using H&M’s web-based scanner, users can simply point their smartphone at any rainbow flag and get access to H&M’s Pride portal filled with videos, Instagram filters, and the ability to share their own Pride story on social media.
The platform’s videos celebrate the LGBTQIA+ community through storytelling. From first love to coming out stories, the app spotlights voices from different orientations, nationalities, ages, and gender identities. Stars like Pose actor Michaela Jaé Rodriguez (aka. MJ Rodriguez) and trans activist and artist Chella Man shared their own stories in the hopes of inspiring others to do the same.
“Collectively [Pride] means we just want our human rights to be seen,” MJ, who is currently preparing for the release of her first single “Something to Say” on June 4 as well as Pose‘s finale on June 6, said in a promo video. For Chella Man, Pride means “living in your truth which has no expiration date.” He was particularly drawn to being part of the campaign thanks to its authenticity. It celebrates “the resilience queer individuals are capable of,“ he told Teen Vogue via email. “Wearing a suit and jewelry I designed on my ear, I simply told my story. All the queer individuals on set made me feel safe and understood,” he added.
Other stars in the campaign include Mexican influencer Héctor Trejor; Danish actor, model, and DJ Sus Wilkins; as well as various H&M employees. On the ground, H&M is taking steps to support the LGBTQIA+ community through charity The Trevor Project, the world’s largest suicide prevention and crisis intervention organization for LGBTQIA+ young people. Throughout the month of June, H&M will match any donations made to the organization.
Check out some shots from the H&M 2021 Pride campaign below:
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