H&M Enlists Gus Kenworthy, Aja, and Kim Petras for New ‘Pride Out Loud’ Collection

Pride season is officially amongst us.

Clothing giant H&M have announced details about their very first Pride collection, and they’ve brought some famous friends from within the LGBTQ+ community along for the fun.

Launching on May 31, H&M will showcase its support for the community with a new clothing collection that is perfect for Pride season. With ten per cent of profits going to the United Nations Human Rights Office Free & Equal campaign, the collection includes a variety of 70s-inspired free love items, such as crop tops, shorts, cut-off jeans, and sweatshirts.


The range of clothes will spawn a variety of bright, pastel colours along with graphic messages of “equality”, “lover not a fighter”, and “pride”. The “Pride Out Loud” collection will be sold in 148 stores across the U.S, whilst select H&M stores across the world will also stock the range. Some items from the collection will also be available to purchase online, so there’s hope for fans of the items in the UK that they can get their hands on something.

To launch the collection, H&M enlisted the likes of Drag Race star Aja, Olympian Gus Kenworthy, model Shaun Ross, and pop star Kim Petras to model the fashionable pieces.

Andreas Lowenstam, H&M’s Head of Menswear Design, told WWD, “H&M believes in everybody’s right to love who they want. We hope people can use H&M’s Pride collection to celebrate their belief in equal love.”


Check out the imagery below, and put the date in your diaries as it’s likely that the products will be a hot seller.

Written by QWEERIST editor

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