House3
CLOSE
MENUCLOSE

Aja Is The Face Of H&M’s New Pride OUT Loud Campaign

Fashion
Photo courtesy of H&M

“True happiness is found in just being able to be yourself”

Pride Month is approaching, and H&M is gearing up to drop a brand-new collection to celebrate.

Teaming up with OUT magazine, the brand’s colorful new range of clothing and accessories is backed up with a killer Pride OUT Loud campaign starring some of today’s biggest LGBTQIA icons, including none other than RuPaul's Drag Race star (and NYLON fave) Aja. We caught up with her to chat about her involvement in the new project.

“Everything about this project is important to me,” she says. “Self-expression, breaking binaries, and, overall, just educating people on how to truly be happy. True happiness is found in just being able to be yourself.”

Being such an iconic performer and aspiring rapper—and one of the youngest to ever compete on Drag Race—it’s no wonder that H&M would tap her to be part of this inspiring new project. “It’s important to have young representation in the drag community as well as the queer community because it offers a different perspective. A lot of things have changed over the last 20 years, and things are nonstop changing.”

For her, fashion is way more than a means of dressing herself—it’s a means of self-expression. “Fashion defines my character,” she says. It’s only natural that she would be representing a collection that not only allows others to experiment with color and style, but also to truly express and take pride in themselves. “This campaign gives so much visibility to the queer community and truly diminishes the idea of gender norms. One of the greatest things is being able to express yourself and wear whatever you want. This collection gives you that power!”

The range aims to spread a message of global love, equality, and self-expression, incorporating rainbows and pastels into streetwear-inspired pieces with a '70s nod. You’ll find graphic print tees and sweatshirts, rainbow cuffed tracksuits, athleisure crop tops, and more. Aja’s fave? A lavender sweatshirt that reads "Lover Not A Fighter," “because a lot of us in the community are not fighters, we just want to be heard.”

Most importantly, H&M is giving back, too. Ten percent of global sales from the collection will be going toward the United Nations Human Rights Office UN Free & Equal campaign.

Considering the current political climate, it’s vital that bigger brands with such a global reach make an effort to show support. “I think it’s very important for brands like H&M to celebrate Pride and to give back to the community, because a lot of people may not realize that a lot of clothing brands actually support anti-LGBTQ movements. It’s crucial to know where your money is going,” she says. “Being inclusive of these communities allows customers of all kinds to truly enjoy the clothing.”

Well, we know what we’ll be wearing to all of this year’s Pride celebrations! Whether you’re hitting your city’s parade, hanging with friends, or party hopping all over the world like Aja, there’s a little something for everyone. The collection drops on May 31 online and in select stores. Check out the full campaign, below.

Photo courtesy of H&M
Photo by Lea Colombo

She is building quite the modeling resume

Billie Eilish is a high fashion model. After fronting a Calvin Klein campaign back in May, Eilish now stars in MCM's AW19 campaign visuals alongside rapper Childish Major.

Keep reading... Show less
True
FROM THE WORLD WIDE WEB
Photo courtesy of The CW

Thank the prep school gods

My day has just gotten 100 times better, because it was just announced that Gossip Girl is officially getting a reboot. All I need to know now is whether Kristen Bell is down to still be the narrator.

Keep reading... Show less
True
Photo via @zara Instagram

The company announced its sustainability plan, and it's pretty impressive

Yesterday, Zara, one of the largest global fashion retailers, announced its sustainability plan for the next five years, which includes its goal to make its collections from 100 percent sustainable materials before the year 2025. Given just how many collections and pieces Zara puts out each year, this goal is pretty ambitious. Zara's parent company, Inditex, has also announced that its other brands, which include Zara Home, Massimo Dutti, and Pull&Bear, will be following suit.

Keep reading... Show less
True
Asset 7
MORE in VIDEO
Photo courtesy of HipDot

Is this keeping you up at night?

In celebration of SpongeBob's solar return (it's the 20th anniversary of SpongeBob SquarePants' first episode), HipDot—best known for their influencer collaborations and marble packaging—launched a skin-care and makeup collection inspired by everyone's favorite underwater sponge. For the most part, the collection is everything you'd expect; the eyeshadow palette features show-appropriate shades like Bikini Bottom Blue, and there's a coconut oil-infused lip gloss called Jelly Fish. Cute, right?

Keep reading... Show less
True
Photo by David Fisher/Shutterstock

I want that for her, too!

Lana Del Rey really wants to make her acting debut as her look-alike Priscilla Presley in the forthcoming Elvis Presley biopic directed by Baz Luhrmann. With news breaking yesterday that Austin Butler is officially set to take on the rock and roll legend, the time to find his love interest is now, and Del Rey wants in.

Keep reading... Show less
True