We are so excited to be able to release the results from a highlight of this year, the H&M 2022 Pride campaign, shot in Stockholm featuring Reeta Loi, Jamie Windust, Sakeema Peng Crook and Tori West as THE DREAMERS alongside an incredible creative team including Director, Stephen Isaac Wilson (Pulse), and DOP Rina Yang (ex-Euphoria).
At the heart of this global campaign is 'chosen families'; a group of people with non-biological bonds who have intentionally chosen to support and love one another. What brings them together is the shared feeling of togetherness. H&Ms '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.
Thanks to all involved,
Love,
Crumb x
