Campaign SpotlightPress Release

Campaign Spotlight: H&M celebrates chosen families with its global Pride campaign 2022

MANILA, PHILIPPINES — H&M‘s launches the “My chosen family” campaign with the caption’ Family is the people who love you, no matter who you love’, on June 1, 2022, in support of the LGBTQIA+ community and Pride. H&M continues to celebrate and stand behind the LGBTQIA+ community and investigate topics of relevance for the community and beyond.

The ‘My chosen family’ campaign focuses on the concept of non-biological families, which play an essential role for many people in the LGBTQIA+ community, and beyond.

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. H&Ms ‘My chosen family’ 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.


“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. This year’s Pride brings the important topic of our chosen family to the conversation, and I am very proud of this important and beautiful campaign,” says Ann-Charlotte Berglind, head of HR H&M.

The global campaign features chosen families from Spain, South Africa, and the U.K., and families from several other countries around the world, including Colombia, India, Japan, and the U.S.

“Family is a feeling. I think anyone can be our family”, says Martin Magner from the South African family in the campaign film.

In connection with the campaign, a donation of 100,000 USD will be made to the United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide LGBTQIA+ community.

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