H&M
The Chosen Family Tree
A contemporary interpretation of an ancient art form to show that families can be based on emotional ties and not blood or DNA.
info

Family trees are one of the oldest and most conservative expressions for familyhood and goes back to 1300 BC – a way for the mighty to manifest their right to power through blood.


In order to reflect a more updated image of family hood, we created a new interpretation of this ancient art form: A family tree for chosen families.


The Chosen Family Tree was created in collaboration with contemporary artist Pierre Marie, portrayed in the form of a bespoke tapestry.

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"This tapestry is like a torch that I give to the new generation and encourage them to keep on going"
"This tapestry is like a torch that I give to the new generation and encourage them to keep on going"
Pierre Marie
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SUMMARY

A campaign showing that families based on emotional ties are just as real as biological families – giving them the family tree they always deserved. Since the launch, the tapestry has travelled across various cities and is now a part of the permanent collection at Queer Britain, UK’s first national LGBTQ+ museum in London.

Credits
Pierre Marie
Adrian Levander