International clothing giant H&M has given a preview of their "first cohesive" Pride Collection, vowing to use funds from the line to support LGBTIQ+ causes.
“H&M believes in everybody’s right to love who they want,” Andreas Lowenstam, H&M’s head of menswear design, told WWD.
“We hope people can use H&M’s Pride collection to celebrate their belief in equal love.”
Launching on May 31st in 148 stores across the United States, the collection will also be available online and in select stores in Canada.
The company shared that 10 percent of proceeds from the collection, which coincides with Pride Month, will be donated to the United Nations Free & Equal campaign, which fights for LGBTIQ+ rights around the world.
The campaign features modelling from openly LGBTIQ+ public figures including Olympic freestyle skier Gus Kenworthy, musician Kim Petras, model Gabrielle Richardson, Drag Race contestant Aja, and model and musician Shaun Ross.
