H&M

The World’s Largest Drag Brunch

june 2023

H&M is committed to promoting and celebrating the concept of My Chosen Family’ whereby family is defined as the people who love you, no matter who you love. The mission of H&M: Williamsburg’s PRIDE programming aimed to celebrate the LGBTQIA+ community, underscore H&M’s globally focused PRIDE messaging, capture a dramatic headline to draw attention to a timely issue, and act in service of a historically marginalized and deserving part of the community in collaboration with The Marsha P. Johnson Institute. 

Our desire was to spotlight to celebrate ‘Our Chosen Family’ through centering joy and action — there was no idea more fitting than to throw the loudest, biggest and most inclusive drag brunch and subsequently, successfully break the Guinness World Record for “Most Attendees of a Drag Brunch” in history. Our show featured Brooklyn’s biggest names in drag and Rupaul’s Drag Race phenom and headliner, Aquaria. 

Hosted at H&M Williamsburg and Brooklyn Bowl, H&M, The Gathery, and our partnes at GAYLETTER welcomed four-hundred plus guests to our colorful and powerful event. Custom design elements included keepsake iridescent rainbow tickets denoting the number of each guest;  a glam-forward beauty bar; elevated guerilla street marketing ushering  guests along the ‘rainbow road’, craft cocktails in partnership with SUPERGAY Spirits  – and of course, show stopping performances from our favorite local Queens.

Services

Brand Strategy & Planning
Creative Direction
Experiential Design 
Copywriting 
Graphic Design 
Custom Fabrication 
Web & Digital
Event Management & Production
Video and Photo Production