H&M e phatlalalitse kajeno hore e qala pokello ea eona ea pele ea boikhohomoso, ka hona e etsa nalane bakeng sa mofuta oa bona. Phatlalatso e lumela hore pokello e tšoaea lekhetlo la pele mofuta oa khoebo o theha ho hong ho kopaneng ho ts'ehetsa sechaba sa LGBTQ.
Mohala, o tsoa ka la 31 Motšeanong, o tla theoha hantle ka nako bakeng sa Khoeli ea Boikhohomoso, e ketekoang ka Phuptjane e 'ngoe le e 'ngoe. E tletse ka litee tse ntle, litop, li-denim, esita le marikhoe a sejoale-joale a mebala-bala a mebala ea mookoli. Na ho ka etsahala hore ebe H&M;, ea neng a le metsing a chesang haufinyane tjena bakeng sa ho rekisa lihlahisoa tse bonahalang li hanana le ho sutumetsa ha tsona ho lebisa ho kenyelletsoeng ho hoholo, o fetola lekhasi le lecha?
Li-vibes tsa '70s li etsa hore re nahane ka mekoloko ea pele ea Boikakaso ba naha, nakoana ka mor'a 1969 Stonewall Riots New York, kahoo ho hlaha H & M; e boetse e hlompha nalane ea boikhohomoso ea LGBTQ.
Ha a botsoa hore na ke hobane'ng ha ho qalisoa hona joale, Andreas Lowenstam, Hlooho ea H & M; ea Menswear Design, o ile a bolella WWD, "H&M; e lumela hore motho e mong le e mong o na le tokelo ea ho rata eo a mo batlang. Re tšepa hore batho ba ka sebelisa pokello ea H&M; ea Pride ho keteka tumelo ea bona ea lerato le lekanang. ”
Ka nako ea ho qala, H&M; e thehile letšolo le tsamaellanang la papatso ka tšebelisano le OUT Magazine: boikitlaetso ba tšusumetso bo bitsoang Pride Out Loud. Letšolo lena le na le sebapali sa Olympic freestyle skier, Gus Kenworthy; sebini sa 'mino oa pop, Kim Petras; mohlala le moitseki, Gabrielle Richardson; rapper le morekisi oa ho hula, Aja; le mohlala Shaun Ross.
Ka la 31 Motšeanong, pokello e felletseng e tla fumaneha inthaneteng le ho H&M; mabenkele naheng ka bophara le Canada.
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