Revolutionizing Retail with Pride: Art Direction for H&M’s National Campaign

Leading the creative vision for H&M, I directed a global campaign that married fashion with purpose. Centered around the #PrideOutLoud collection, the project boosted sales and reimagined e-commerce through innovative UI/UX design to enhance user engagement and simplify online shopping.

The collection, featuring clothing and accessories, was made available online and in select stores worldwide. As part of the initiative, 10% of sales supported the United Nations Free & Equal campaign. To celebrate, Olympian Gus Kenworthy, pop sensation Kim Petras, model-activist Gabrielle Richardson, rapper Aja, and music artist Shaun Ross joined a photo and video shoot, sharing their personal takes on Pride.