In honour of Pride Month and in support of the LGBTQIA+ community, H&M has made her-story by breaking the record title for the most people attending a drag brunch, with a whopping 412 attendees.
A drag brunch is a brunch meal with drag kings and queens performing on stage.
Held in Brooklyn, New York, this performance was particularly important because drag performances have been the target of anti-drag legislation in certain states.
Various US companies and their employees have come under fire for their LGBTQ support.
Since the beginning of 2022, drag events have seen over 160 protests and threats, so H&M decided to double down on its year-round commitment to inclusivity by creating a safe space to celebrate Pride and drag entertainment.
H&M was inspired by the transformative power of drag shows and the sense of community they foster.
The retailer wanted to create an event that would not only showcase the incredible talent and artistry of drag performers but also provide a platform for dialogue and celebration.
"At H&M, we believe in the power of celebrating diversity, fostering inclusivity, and promoting acceptance," said senior PR fashion lead, Jeremiah Morse.
"By organizing the world's largest drag brunch, we aimed to create a platform that would amplify the voices and talents of drag performers while bringing people together in a joyful and inclusive setting."
The brunch benefited one of the retailer’s longtime collaborators and co-hosts of the event, the Marsha P. Johnson Institute.
The Marsha P. Johnson Institute (MPJI) protects and defends the human rights of Black transgender people by organising their community, advocating for people, creating an intentional healing community, developing transformative leadership, and promoting their collective power.
"We set out to break the record so that we could shine a spotlight on the incredible talents of drag performers, while also raising awareness around the current climate and issues that impact the LGBTQIA+ community," said Jeremiah.
"By showcasing drag talent on such a large scale, we hoped to inspire others to embrace their individuality and celebrate their authentic selves."
Featuring nearly two hours of performances from VIP guest Aquaria and fellow drag queens Dragon Sisters, Vena Cava, Victoria Holiday, Serena Tea, Mo’Riah, and Janelle No. 5, the performance was definitely a showstopper.
The official performance began with The Dragon Sisters dancing to two Beyoncé songs: "Mood 4 Eva" and "Find Your Way Back" while attendees were treated to a meal of kale salad, croissants, fried chicken, waffles, frittata, and yogurt parfait.
Overall, the audience's reaction to the performance was resoundingly positive.
The event provided a memorable and uplifting experience that was felt by every guest and celebrated the LGBTQIA+ community in a never-been-done-before way.
The audience's enthusiasm and engagement were a testament to the power of the performances and the ability of the event to create a lasting impact on those who attended.
"Pride is to be supported 365 days a year, but our initiatives during June highlight this ongoing commitment," said 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.”
Next, H&M will feature an exclusive print-on-demand in-store shop for consumers to purchase and create custom H&M pieces featuring unique artwork from GAYLETTER artists.
"Knowing that H&M has earned the record title for the most people attending a drag brunch fills us with immense joy and a profound sense of accomplishment," said Jeremiah.
"This remarkable feat represents a significant milestone in our ongoing commitment to inclusivity, diversity, and celebrating the LGBTQIA+ community."
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