This clothing brand is showing Britain in all its diverse loveliness. BuzzFeed News spoke to the LGBT families featured in the adverts.
Matalan has launched a major new advertising campaign, aimed at showing the range of different households in Britain today.
Matalan
As well as lesbian mums Helen and Karen, the images feature a young gay couple, Salih and Jason, who've been together for three years.
Matalan
The campaign – called "Modern Families" – features a wide range of different kinds of families. Its theme, summarised by one heterosexual single father in this behind the scenes video, is that "It doesn't matter what age or gender combinations you've got. if there's love and cohesion it's a family and that's it."
youtube.com / Via youtube.com
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