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Clothing Chain H&M Breaks Guinness World Record for Hosting Largest Drag Brunch

H&M also relaunched a campaign called "My Chosen Family," which "celebrates the essential role of non-biological families in the LGBTQIA+ community."

Clothing retailer H&M broke the Guinness World Record for “Most People Attending a Drag Brunch” earlier this month.

The clothing company broke the record on June 10 with a 412-person drag brunch held in Brooklyn, New York.

“Since early 2022, drag events have faced more than 160 protests and significant threats [GLAAD],” H&M said in a press release. “Amid the growing controversy surrounding Pride, H&M doubled down on its year-round commitment to inclusivity by creating a safe space to celebrate Pride and drag entertainment. H&M proudly stands with the LGBTQIA+ community and is unwaveringly committed to inclusivity for everyone, 365 days a year.”

The brunch benefitted the Marsha P. Johnson Institute, whose website says “was established to protect and defend the human rights of BLACK transgender people. Our communities experience disproportionate rates of systemic violence and economic discrimination and BLACK trans women are among the most vulnerable populations in our country. MPJI seeks to eradicate the systemic, community, and physical violence that silences our community from actualizing freedom, joy, and safety.”

The drag brunch featured “almost two hours of performances from Aquaria and five show-stopping drag queens: Dragon Sisters, Vena Cava, Victoria Holiday, Serena Tea, Mo’Riah, and Janelle No.5.”

“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.”

This is the third year that H&M has partnered with the Martha P. Johnson Institute during Pride Month.

“We are thrilled to continue our collaboration with H&M, a global retailer that puts real and significant resources behind their PRIDE commitments,” Elle Moxley, Founder and CEO of The Marsha P. Johnson Institute said. “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. Our continued glory in celebrating who we are by bringing people together to set this world record shows the strength and support of the broader community that stands with us. We are so grateful to H&M for their continued support and platform and the resources that events like these provide for not only the elevation of issues around our communities but direct support that celebrates artistry and individuality. We are overjoyed that this event set a new World Record!”

Earlier this month, H&M also relaunched an anti-family campaign called “My Chosen Family,” which “celebrates the essential role of non-biological families in the LGBTQIA+ community, and 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.”

“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.”

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