H&M launches rainbow-heavy Pride collection dedicated to the LGBTQ+ community

H&M is launching its first ever collection in support of the LGBTQ+ community with a capsule line of Pride apparel and accessories that launches online globally Thursday, 31 May.

The Love For All collection, which will also retail in 148 US stores, is a festival-ready rainbow riot which celebrates the message of love, equality and self-expression.

The Swedish clothing giant will donate 10 per cent of collection sales to UN Free & Equal, the United Nations global campaign against homophobia and transphobia.

“H&M believes in everybody’s right to love who they want,” says Andreas Löwenstam, head of menswear design. “We hope people can use H&M’s Love For All collection to celebrate Pride and their belief in equal love.”

“Lesbian, gay, bisexual, trans and intersex people have the same right as everyone else to be protected from violence and discrimination,” says Peggy Hicks, director of thematic work at the UN Human Rights Office. “The support we receive from H&M will help the UN Free & Equal campaign work together with activists and equality champions to raise public awareness and mobilise for positive changes in laws and attitudes.”

Not only is the 80s-inflected range of crop tops, rainbow stripe tracksuits and fanny packs perfect Pride Parade merch, but it also makes for an ideal selection of non-cringe festival garb.

Check out the entire collection here:

The H&M Love for All collection is available online from 31st May and in selected stores.