As Pride Month festivities take off again, so do the hundreds of brands and corporations speaking out in support of LGBTQIA+ rights. Amid a disturbing rise in anti-drag and queer sentiments and legislation, it can be hard to tell which brands are all bark, no bite, and which are really devoted to the cause. This Pride Month, H&M stands its ground in collaboration with the Marsha P. Johnson Institute, a non-profit focused on protecting Black transgender people, by hosting the Guinness World Record breaking Largest Drag Brunch ever.

A total of 412 guests attended the Brooklyn event which MPJI Founder and CEO Elle Moxley describes as an act of “direct support that celebrates artistry and individuality.” With dazzling performances from drag superstars Victoria Holiday, Vena Cava, Dragon Sisters, Serena Tea, Janelle No. 5, and Mo’Riah, this brunch was undoubtedly one for the books.

H&M’s commitment to inclusivity doesn’t end there; in the words of Carlos Duarte, President of H&M Region Americas, “Pride is to be supported 365 days a year.” In their continued celebration of Pride Month, H&M Williamsburg’s latest in-store experience highlights artwork from LGBTQIA+ artists Texas Isaiah, in partnership with MPJI and curated by Gayletter, Chloe Seibert, Moises Salazar, Travis Boyer, Ricardo Partida, Logan T. Sibrel and Luke O’Halloran curated by Platform. H&M’s Williamsburg location will also offer an exclusive Print-On-Demand shop where customers can score custom items with unique designs and prints from Gayletter artists.

In addition to relaunching their “My Chosen Family” campaign in support of non-biological families in the LGBTQI+ community, a concept which will be featured in both NY and LA’s Pride Parades, H&M will continue their work with MPJI in an LA artist showcase for MPJI’s Starship Artist Fellows.

Through these collaborations as well as continuous investments in organizations such as the Trevor Project, ACLU, and The Ali Forney Center, H&M shows that an activist is as an activist does, and presents a shining example of using a large platform to do good.