On Thursday, the fast-fashion retailer announced on its social media channels its latest partnership: a one-year sponsorship of the newly relaunched and rebranded PopSugar Family. Formerly PopSugar Mom, the editorial site’s March 7 refresh is intended to speak to all parents and families, rather than to traditional families and moms alone. Biracial couples and single-parent families, as well as families with LGBTQ+ parents and grandparents acting as caregivers, are now represented in featured imagery and stories. H&M’s sponsorship lasts for one year and centers largely on H&M-branded native stories.