H&M Launched “Beyond the Rainbow” Campaign


H&M’s launched the “Beyond the Rainbow” campaign on June 1, 2021, in support of the LGBTQIA+ community and Pride. With the interactive campaign, H&M continues to stand by the LGBTQIA+ community, telling individual stories from the other side of the rainbow and encouraging people to share their own stories through our newly developed web app.

The campaign features, among others, American actress and singer Mj Rodriguez (Michaela Jae Rodriguez), Mexican influencer Héctor Trejo, Danish actor, model, and DJ Sus Wilkins, and Chella Man, American artist, actor, and activist, aiming to inspire individuals to share their own stories and support the core values of diversity, equality, and transparency which are the heart of Pride.

“It’s not to wave around to show like ‘We’re here, it’s ‘Look what we fought for. We’re the ones who created our liberation. The Pride flag is beautiful, but I’m not sure a lot of people understand how beautiful, I’m not just talking about the colors, it’s what’s beyond them,” said Mr. Rodriguez (Michaela Jae Rodriguez), American actress and singer, and one of the many Pride heroes in the global campaign.

“I am very proud of the way this campaign brings together the LGBTQIA+ community and tells all these different but so important stories of pride. It connects directly to our core values and encapsulates our social vision to enable everyone at H&M and beyond to live the life they want, express who they are, and be the best of themselves,” said Pascal Brun, Global Sustainability Manager, H&M.

Customers and fans can access the stories in the campaign by scanning any rainbow flag, add Instagram filters, and share their own Pride stories on social media, through the web app.

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