H&M Celebrates Chosen Families and Infinite Love This Pride Month

This Pride Month, H&M Americas is honoring the families we choose — and the infinite love that binds them. With its latest campaign “Chosen Family, Infinite Love,” the brand reaffirms its year-round commitment to the LGBTQIA+ community and continues a long-standing tradition of celebrating queer identity beyond the rainbow merch.

At the heart of this year’s initiative is the concept of chosen family, which is a lifeline for so many LGBTQIA+ people, especially those who’ve had to carve out new spaces of safety, support, and belonging. Through powerful visuals, real voices, and a continued partnership with organizations like The Trevor Project and Rainbow Railroad, H&M is turning visibility into action. Since the start of its collaboration with The Trevor Project, H&M has donated over $1 million to support LGBTQIA+ youth suicide prevention, and this year, the brand is once again showing up on the ground by sponsoring LA Pride, NYC Pride, and World Pride in D.C., with parade floats in NYC and LA, regional marches, and plenty of queer joy to go around.

This year, H&M is also partnering with Translatable, a non-profit founded by Zaya and Dwyane Wade that serves as a safe space for LGBTQIA+ youth to express themselves, and as a resource hub for parents, families, and support systems. H&M's support will help power a special fundraising event celebrating both the one-year anniversary of Translatable and Zaya Wade’s 18th birthday, with proceeds benefiting the Trans Wellness Center and Translatable programming.

One of the radiant faces of this year’s campaign is Richie Shazam. The artist, model, photographer, director, and all-around icon knows firsthand what it means to find strength and safety in your chosen people. “Pride is about being unapologetically yourself, honoring LGBTQ+ identity, and celebrating love, resilience, and equality,” Richie says. “To me, as a trans person, Pride is the power to exist openly in a world that often tries to erase us. It’s about survival, self-love, and finally seeing myself as whole. It’s a reminder that I’m not alone and there is a powerful community around me.”

Chosen family, she adds, is built on unconditional care, not something you inherit. “They’re the ones who show up, who understand without explanation, and who make ‘home’ feel real,” she explains. “Sometimes we’re caretakers, sometimes motivators. One of us might be the voice of reason, another the one who brings levity and laughter. But at the core, we’re each other’s safe place.”

This year, Richie is leaning into joy as resistance. “I’ll celebrate Pride by honoring trans and queer joy — loudly and intentionally,” she says. “Pride is protest, but it’s also presence — and this year, I’ll show up as fully and authentically as I can.”

Whether it’s through late-night support, shared laughter, or showing up at marches, the message is clear: Chosen family is real family. And love — when affirmed, seen, and celebrated — is powerful enough to hold it all.