Design – Set in Italy, The Invisible Thread tells the story of 15-year-old Leone and his two fractured fathers, Simone and Paolo [Watch the trailer]. Independent creative network DUDE developed HOM, an influencer campaign using humour to highlight that the domestic routine of everyday life is just the same for LGBT+ families as traditional family units with heterosexual parents.
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A pop-up design store in Milan became the home to a ‘new line’ of products with its own visual identity, seemingly dedicated to families with same-gender parents. ‘HOM’ promises to be the first home collection for LGBT+ families boasting a range of products, including chairs, pots and pans, photo frames, rugs and clocks.
Some example? “PastaScola is a terrific colander designed to allow two dads or two mums to make pasta for their kids thanks to practical holes and handles.” Says Italian actor Filippo Timi, interpreting Paolo. “Discover Copertyna, a cozy blanket same-gender parents can snuggle in after dinner when the kids are asleep.”
“The irony is that the HOM products are totally ordinary home products, which represent domestic family normalcy, no matter what the orientation of the family might be.” Explain at DUDE. “The designs have exactly the same features of other products, but are presented as items specifically designed for same-sex parents and their family needs as if those were different from the needs of any other family.”
A spoof promotional film launched the initiative on social media. A believable ‘brand style’ film with a typical look and feel of many design videos with epic close-ups of the products and a deep voiceover that highlights that LGBT+ families have special needs “that finally our collection can fulfill.” The videos offer a sneak peak at the new HOM Collection without revealing that those objects are anything but authentic.
HOM was supported by the local foundation Diversity, which focuses on diversity awareness and inclusivity.
Opening visual by DUDE – Photos by Daniele Fragale.