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H&M celebrates chosen families with its GLOBAL PRIDE CAMPAIGN 2022, featuring family from SA!



H&M launches the "My Chosen Family" campaign. "Family are the people who love you, no matter who you love, " in June 2022, in support of the LGBTQIA+ community and Pride. H&M continues to celebrate and stand behind the LGBTQIA+ community an investigate topics of relevance.


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 love and support each other. What brings them together is the shared feeling of togetherness. H&M's "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 topics of our chosen family to the conversations, 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 South Africa, Spain and the UK, and families from several other countries around the globe. This year, local South African family "the Angels" also featured in the global campaign. The family members are Nash Mariah, Mavusa Mbutuma, Martin Magner and Jana Babez.


"Family is a feeling. I think anyone can be our family." says Martin Magner from the South African family inn the campaign film.


In connection with the campaign, a donation o 100 000,00 US will be made to the United Nations Free & Equal Campaign, which champions equal rights and fair treatment of the worldwide.


The Angels.

Nash Mariah + Mavuso Mbutuma + Martin Magner +Jana Babez South Africa


The Angels fell instantly in love on the dance floor over ten years ago. They have texted each other daily ever since.


TELL US ABOUT YOUR FAMILY NAME, THE ANGELS. Jana: It totally makes sense. We’re a constellation, and where do angels come from? Heaven. Synergy! Angel is something we often say, like, "Hey angel,” or, "Angel, how’s your day?” It’s just a gentle way to address someone. It’s beautiful. It makes someone feel good and wholesome. Nash: It is also good because it can make someone do something for you. Jana: Ohhh... now your personality really shines through. Martin: I think we’re angels because I feel like I get constant support from my friends, and they’re always supporting me, so I won’t do anything without their bias or support. Because I do a lot of crazy things. I decided to become a pop star at 28... It’s never too late to be too much. Jana: Amen! Martin: They were front row for my first concert. Nash: To be fair, there was only one row, so everyone was in the front. Jana: Nash keeps us honest…

WHAT DOES INSTANT LOVE FEEL LIKE, AND HOW DOES IT FEEL WHEN YOU'RE TOGETHER? Jana: I have experienced instant love with all of you. We met on the dance floor many a moon ago when we were in our early 20s. I just saw a special light with these beautiful beings, and I wanted to be part of that. I was drawn to that. Seeing them being their authentic selves made me want to be my authentic self. So I think instant love is when you just feel comfortable with someone, and you feel safe and embraced. Mavuso: Instant love has become a more long-lasting love as well because as we have seen each other grow and become these amazing individuals and conquered certain things in life, we are always reaching for each other no matter what. That’s very beautiful and the ultimate love for me.

WHAT IS THE IMPORTANCE OF CHOSEN FAMILY IN SOCIETY? Jana: Chosen family helped me become myself at a time when I really needed it and to take it into my life. From the moment you have that core, and you know who you can be vulnerable with, you can fly. Nash: Things are changing so much, and everyone needs a safety net, and for me, that’s what these three people represent, and I can only wish for people to have what we have. Martin: I think it all comes down to love. Everyone deserves to be loved. And you can find that love like this.




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