Gus Kenworthy is donning his rainboow-print and trademark smile as the face of H&M's first ever Pride range.
The US Olympic freeskier is one of the stars appearing in the high street brand's Pride Out Loud campaign, which goes on sale in 148 US stores, selected retailers around the world and online from May 31.
The '70s-inspired line features items including crop tops, shorts, sweatshirts, cut-off jeans and bum-bags sporting Pride and equality slogans.
10% of the profits from the sale of the collection will go to the United Nations Human Rights Office Free & Equal campaign, which fights both societal and state-sponsored homophobia and transphobia around the world.
"H&M believes in everybody’s right to love who they want," Andreas Lowenstam, H&M’s head of menswear design told WWD.
"We hope people can use H&M’s Pride collection to celebrate their belief in equal love."