A world record for Pride

H&M celebrates Pride with world’s biggest drag brunch – ever!

On June 10th H&M hosted a brunch at the Brooklyn Bowl in New York, near the H&M Williamsburg store. The event was part of H&M USA Pride month, in honour of Pride and in support of the LGBTQIA+ community.

“Our culture of inclusion at H&M extends not only to our colleagues, but also our customers and the communities in which we operate,” says Donna Dozier Gordon, Head of Inclusion and Diversity for H&M Region Americas.  “Community connections bring H&M’s I&D commitments to life and shape the legacy we will leave.”

The event was part of H&M US Pride month, which includes a relaunch of the “My Chosen Family” campaign - celebrating the essential role of non-biological families in the LGBTQIA+ community. The concept will be showcased as part of H&M’s floats in both New York City and Los Angeles Pride parades as an official sponsor. 

“Pride is to be supported 365 days a year, but our initiatives during June highlight this ongoing commitment,” says Carlos Duarte, President of H&M Region Americas. “While we have moments like this to mark the importance of art and joy in our community, we will continue our consistent commitment to groups like the Marsha P. Johnson Institute which provide vital services and empowerment to so many in need.”

And it wasn’t just any brunch. It was the biggest drag brunch ever. More than 400 people attended and it officially broke the GUINNESS WORLD RECORDS™ official title for the "Most People Attending a Drag Brunch". The brunch benefitted The Marsha P. Johnson Institute, which H&M USA has been supporting for several years as one of its LGBTQIA+ partnerships. The Marsha P. Johnson Institute is a national nonprofit dedicated to protecting and defending the human rights of Black transgender people. 

The H&M drag brunch featured a two-hour show with some of the biggest names in drag, headlined by Aquaria, along with other impressive queens, including Dragon Sisters, Vena Cava, Victoria Holiday, Serena Tea, Mo’Riah and Janelle No.5.

Drag events, much like Pride itself, are facing increasing controversy and creating a safe space to celebrate Pride and drag entertainment was one of the ambitions of the brunch. In the last year alone in the US, drag events have faced more than 160 protests and significant threats.  

“At a time when the trans community and drag performers are being villainized, targeted by dehumanizing legislation and cast out from communities, this World Record demonstrates that no effort will interrupt the beauty of our community,” says Elle Moxley, Founder and CEO of The Marsha P. Johnson Institute