Popsugar, a renowned women’s lifestyle brand, will be rebranding its Popsugar Moms label as Popsugar Family.
The brand said that the re-branding would be done in collaboration with Swedish fast fashion brand H&M.
The objective behind relaunching the brand is to make it more inclusive to all parenting communities. The brand said that on the new platform, stories centred on LGBTQ+ parents, grandparents, friends who act as primary caregivers, single parents and biracial couples will be featured to reflect a wider audience of families.
Additionally, the Popsugar Family will also host content on difficult yet common topics centred around family that includes surrogacy, fertility challenges, adoption among other issues.
Notably, the content will be complemented by an editorial library of photographs highlighting different faces of family.
H&M will sponsor native content on Popsugar Family including stories about celebrities sharing their parenting journeys.
Expressing delight over the collaboration, Emily Scarlett, Head of Communications, H&M, US, averred “We are thrilled to become a launch partner of Popsugar Family as it resonates with our mission of providing fashion and quality at the best price in a sustainable way.”
