Pride celebrations at H&M event in London
Somerset House in London was the location where H&M kicked off this year’s Pride celebrations in the UK, highlighting chosen families with a panel discussion and unveiling of a bespoke art piece.
More than 100 people attended the event led by host Ayo Babatope which featured a panel discussion with the Dreamers family (Jamie Windust, Tori West, Reeta Loi & Sakeema Peng Crook) and photographer Robert Taylor. The discussion was centered around the idea and construct of the term ‘family’ and how art support in driving the conversation on the topic. Following the panel discussion, it was time to unveil a bespoke tapestry celebrating chosen families in the shape of an updated family tree.
“Art is crucial when it comes to building the narrative around what makes a family. It’s great that the wonderful range of freedom that we now have to express ourselves can attract more attention to important conversations.” - Robert Taylor
The tapestry has been designed and created by renowned artist Pierre Marie and will travel across various cities and be housed in selected H&M store windows during Pride celebrations in Manchester, and Brighton.
- I think the most important part of this project is the love message that it carries. This tapestry is like a torch that I give to the new generation and encourage them to keep on going, says Pierre Marie.
With the tapestry H&M sets out to update one of the most conservative symbols of familyhood, the family tree, for the world of today. The purpose of the project is to show that emotional ties are just as important as biological ones. A celebration of the concept of non-biological families, which plays an essential role for many people in the LGBTQIA+ community and beyond.
H&M have commissioned a family tree in the form of a bespoke tapestry, displaying a chosen family – a family united by emotional bonds. The family displayed consists of Jamie Windust, a non-binary editor, model and public speaker. Tori West, the founder of Bricks Magazine, an independent print publication and online platform exploring social-political issues. Reeta Loi, who is a musician, storyteller and founder of Gaysians – a movement highlighting South Asian LGTBQIA+ voices, and Sakeema Peng Crook, dancer and activist, who’s been vocal about her transition journey, championing for Black transwomen all over the world.
- There are not set roles, we’re a living organism, says Sakeema Peng Crook.
About the campaign
H&M launched its global Pride campaign for 2022 on June 1 and it will run across 32 markets over the summer as Pride is celebrated across the world. The campaign focuses on the concept of non-biological families, which play an essential role for many people in the LGBTQIA+ community, and beyond.
Read more, here.
Featured in the top image. From left; Reeta Loi, Sakeema Peng Crook, Ayo Babatope, Pierre Marie, Robert Taylor, Tori West & Jamie Windust.