Review of H&M Pride Month 2022 Ad Campaign
H&M celebrates chosen families with a new campaign in honor of Pride Month.
The campaign brings together chosen families – groups of people with non-biological bonds who have intentionally chosen to support and love one another – from around the world to celebrate acceptance and the freedom to love who you love.
The short films combines colorful imagery of the families having fun in their supportive communities, doing simple activities like getting dressed up for a night out or cooking together, with voiceovers from the cast as they reflect on their bonds and the importance of having a network of loved ones who support you no matter how you identify or who you love.
In a world where, sadly, many people are not accepted by their birth families simply because of their gender expression or sexuality, the chosen family has become an extremely important idea and pillar of queer communities everywhere. It’s great to see H&M bring together real families and communities to celebrate the importance of these kinds of supportive connections. The message of the campaign is summed up with a beautiful and brilliantly concise tagline: “Family is the people who love you, no matter who you love.”
