Marking Pride Month, H&M's "My Chosen Family" campaign focuses on the concept of non-biological families, which play an essential role for many people in the LGBTQI community.
The campaign spreads the message: "Family is the people who love you, no matter who you love".
A chosen family is made up of people with non-biological bonds who have intentionally chosen to support and love one another. What brings them together is the shared feeling of togetherness. The campaign brings together several such families, with a particular focus on three of them, from different parts of the world, to share their stories and discuss the topic of family and what it means.
The chosen families are from Spain, South Africa and the UK. In addition, the campaign features families from several other countries, including Colombia, India, Japan, and the US.
The campaign shows how H&M has continued to celebrate and stand behind the LGBTQI community and investigate topics of relevance for the community and beyond.
"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," says Ann-Charlotte Berglind, head of human resources at H&M
In connection with the campaign, a donation of US$100,000 (3.4 million baht) will be made to the United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide LGBTQI community.
