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H&M MEN’S A/W 2023 SEASON MARKS THE START OF A MORE DAPPER ERA IN MENSWEAR

Giving a dignified nod to the popular “quiet luxury” trend, H&M Men’s new autumn fashion offers the same sartorial sleekness with premium fashion pieces at a more affordable pricing. However, with fashion-forward elements giving the look an elevated edge, the collection aesthetic might in fact be better described as “loud sophistication” than “quiet luxury”.

“Tailoring and sartorial influences are having a long-awaited moment after being in a haze of the streetwear trend for the past couple of years. There’s a definite longing to smarten up the everyday wardrobe and this collection caters to that desire,”

says Ross Lydon, H&M Man’s Head of Design.

The look is minimalistic and precise, building on timeless, transitional garments styled in this season’s tonal layers. Silhouettes are relaxed with a dapper touch of sharpness, making pieces both comfortable and confidence-boosting. With a subdued colour palette made up by earthy neutrals — including off white, grey, black, beige, and brown — attention is drawn to the subtle shifts in hues and tactility of textures.

Seasonal key pieces include the long wool coat, short wool blouson jacket, double-breasted blazer, and smarter versions of the classic leather biker. Luxurious-looking knitwear is styled under the new statement outerwear and combined with tailored wool trousers and loose-fit jeans. Accessories, including large tote bags, heavy knit scarves, and chunky loafers, are discrete yet impactful, amplifying the sophisticated sensibility of the look.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine and the main H&M Men campaign page.

CREATIVE VISIONARY HERON PRESTON AND H&M PRESENT H2

New York, NY, September 6, 2023 – H&M today announced the signing of a long-term partnership with Heron Preston. The creative visionary joins forces with the iconic Swedish fashion house to pioneer a new, multifaceted platform entitled H2, which will include unique special collections and advisory for H&M design teams, discovery and mentorship of young creative talent, and circular innovation programs underscored by a commitment to closing the loop of fashion. Together, these four pillars will represent an experience where new approaches to product, people and process play equal roles in bringing H&M and Heron Preston’s shared values to life.

DESIGN ADVISORY
As a multidimensional creative, Heron will infuse his unique perspectives and expertise into H&M’s broader offering, focusing on menswear, with the purpose of elevating assortments and customer experiences, and inspiring new ways of thinking and working. Heron will collaborate closely with H&M’s creative teams to inject fresh new energy and share his expertise through interactive seminars.

SPECIAL COLLECTIONS
H2 will present seasonal collections that explore new concepts of durability, longevity and versatility, while making Heron’s uncompromised creative vision democratic and accessible. H2 will approach collection work with an ‘open source’ mindset, by transparently sharing information throughout the design process, and providing tools for customers to learn, participate and create for themselves – adding new layers to the mission of democratizing fashion.

YOUNG TALENT
H2 will share its platform with the community by inviting fresh new talent to co-create its output. By combining Heron’s mentorship with H&M’s unique resources, H2 will amplify new voices and propel early-stage careers to the next level. The H2 talent program will focus on young, self-taught creatives with unique ideas and abilities, but without access to more traditional education and resources.

CIRCULAR INNOVATION
Finally, H2 will serve as a testing ground to explore the future of circular fashion. Combining Heron’s unique passion and creativity with H&M’s extensive knowledge and resources, H2 will (continuously) launch experimental projects that apply circular thinking to create bold new experiences and engage the community to participate, with the objective to test, learn and scale. Through H2, both parties aim to advance their shared commitment to closing the loop of fashion.

“Heron Preston is a creative force in the industry, and has distinguished himself as a multifaceted artist with a unique point of view and strong story to tell. H2 was born from a like-minded vision between H&M and Heron, about the future of fashion but also how we must collaborate in new ways to achieve new goals. We are excited to show the world what we can build together.”

– said Daniel Herrmann, Head of H&M Menswear

“I always say, the face of fashion is all of us. H&M speaks to so many different types of people around the globe and is a brand for everyone. I love to push the boundaries of what’s possible and felt like they were really interested in doing that with me. I admire a company as big as H&M that wants to take risks together because our shared belief is that real change must ultimately happen at a scale that touches ‘everyone’.”

– Heron Preston

More information will be shared in the coming months on the numerous initiatives and collections led by Heron Preston.

About H&M
H & M Hennes & Mauritz AB (publ) was founded in Sweden in 1947 and is quoted on Nasdaq Stockholm. H&M’s business idea is to offer fashion and quality at the best price in a sustainable way. In addition to H&M, the group includes the brands COS, Monki, Weekday, & Other Stories, H&M HOME and ARKET, as well as Afound. For further information, visit hmgroup.com.

About Heron Preston
Heron Preston is an artist, designer, DJ, consultant, art director and collaborator. Born and raised in San Francisco, Preston received a B.B.A. in design and management from Parsons School of Design in New York City in 2008. From that point, Preston would work for both Nike and Kanye West before founding his name-sake label in 2016, where he continued to explore further collaborations including linkups with Carhartt, Virgil Abloh’s Off-White, Nike, NYC Department of Sanitation and NASA.

Preston quickly achieved fashion industry recognition by introducing a new style category with ‘luxury workwear’ through his eponymous label, creating concepts which are Revolutionary, Relevant and Relatable (HP.3R) and that designs Less Environmentally Destructive (L.E.D) products.

Garnering a cult status through his commitment to meaningful disruption (HP.MD), environmentally aware, and culture-altering concepts, often defining intersections between industries while telling a story. Preston looks to inspire kids with a vision by shaping popular & street-culture rooted in a DIY attitude, creating purposeful and all-inclusive conversations that envision what is relevant-to-the-now and what will define our future.

GO BEYOND WITH H&M HOME — A NEW CAPSULE COLLECTION WITH BOLD DETAILS FOR YOUR HOME

The H&M HOME Beyond capsule allows customers to enter a world of challenged perceptions, where creativity knows no bounds with shape, texture, or colour. Seamlessly fusing soft and tactile fabrics with fluid shapes and hard materials, the limited seven-piece collection presents an assortment that inspires curiosity and transforms spaces into personal sanctuaries beyond the confinement of a typical home.

The curated collection includes a vase available in metallic pink or silver, a metallic wall decoration, a scented candle, a small candelabra, a large decorative sculptural object, a luxe mohair hot pink blanket and a vibrant orange/pink fluffy cushion. The capsule collection creates a fascinating juxtaposition that ignites the imagination. Chromes, gradients, and iridescence dance harmoniously on the metallic surfaces of the collection, capturing a spectrum of light and transforming any space into a visual oasis.

The bold yet fluidly shaped vase embodies movement and innovation, reflecting the harmony between the material and its shapely design — a centrepiece for any room. The vase is available in a hot pink metallic or classic silver hue.

The metallic wall decoration makes for an interesting visual addition to any room.

What is the scent of a virtual world? The scented candle, aptly named Hyperverse, creates an inviting ambience with notes of Palo Santo, black tea, eucalyptus, papyrus and vetiver.

For a contemporary twist on a timeless classic, the small metal candelabra adds a touch of sophistication alongside the larger decorative sculptural piece, both serving as focal points that spark both conversation and inspiration.

Adding texture and another pop of colour, the luxurious hot pink mohair blanket envelopes you in plush softness and adds a bold touch of colour. Finally, the orange-pink cushion is a delightful burst of colour and texture to your home space.

Available in selected stores and online at hm.com/home from 7 September 2023.

H&M FALL 2023: A JOURNEY THROUGH OPULENT ROMANCE

The journey of H&M’s Fall 2023 collection spans the romanticism of the Baroque era but is firmly rooted in the here and now with a fiercely modern attitude. Long lines of power suits and leggings contrast with billowing volume in ruffled hems, oversized tie-necks tops and wide-leg jeans. Transparency is key, evoking a sensual spirit and employing lingerie details in a new way. Set against sleek faux leather or decorative details, the look is both streamlined and opulent.

“Our main source of inspiration came from visually stunning films. The collection is a stylish mix of historic references but with a fiercely modern attitude. It’s our contemporary interpretation of romanticism”,

says Eliana Masgalos, Concept Designer at H&M.

Key pieces include trouser suits, long dresses, maxi denim skirts and embellished tops. Elevated feminine details such as pearls, bows, flounces and pintucks are juxtaposed with studded and heavy metal detailed accessories and shoes. A slight equestrian touch with boots ground the romanticism, as does denim and hoodies for a bit of street style edge.

MODERN, ECLETIC AND COOL — WELCOME TO THE H&M HOME FALL COLLECTION 2023

Step into an interior world of modern charm and an international feel, with quality and aspiration at the forefront. H&M HOME presents a curated fall collection that oozes coolness in patterns, colours and textures, with interior details for our whole assortment, from the living room, bathroom to the bedroom and dining room.

Dress your living room in warm fall hues with taupe block-coloured and burgundy hexagon-patterned cushion covers. Candle holders are a key detail this season, infusing warmth and mood into your living space. Choose from a larger ornamental piece in gold, two variations of sculptural candle holders in black and brown, or a round-style glass version with gold details. Vases are always the perfect finish — perhaps a tall white, ceramic ribbed style or a short glass variation in brown.

Indulge in the joy of entertaining with our irresistible essentials, crafted to elevate your dining experience to new heights. The collection presents an array of forest-green jugs, patterned plates and serving platters in different sizes, striped mugs in pink and green, and floral or block-coloured tablecloths that effortlessly blend sophistication with functionality. Whether you’re hosting a grand feast or enjoying a cosy meal, our meticulously designed pieces bring a touch of elegance to every table setting. Let our collection add a burst of personality and charm to your dining space, making every meal a memorable occasion.

The new fall season naturally extends to the bedroom and bathroom, where an international flair meets eclectic design. Discover a lovely range of bedding in shades of pink and green, adorned with geometric hexagon patterns that give your bedroom a sense of modern luxury. Step onto our plush and textured rugs, beautifully crafted to create a harmonious balance between comfort and aesthetics. Choose from white wool, brown tufted cotton or bold geometric patterns in red, burgundy, white and mint green tones. Continue to transform your bathroom into a sanctuary of luxe relaxation with our new bath towels and mats, featuring delicate scalloped edges in an array of delightful colours, including mustard, pink and creamy white. For a final detail, add a new shower curtain, soap pump and toothbrush mug in plexi yellow, adding an extra cool and modern style to your daily routine.

Key pieces 

  • Elevate your sofa with new cushion covers — a burgundy style in a geometric pattern, also available in mustard and beige, a floral print in muted green, pink and yellow or a smaller fringed variation.
  • A ceramic white ribbed tray, alongside a tall ribbed white vase.
  • The hexagon print is big this fall — whether decorating a shower curtain or a cotton bed set.
  • The hexagon print is big this fall — whether decorating a shower curtain or a cotton bed set.
  • A pink and white striped lamp infuses warmth into any living space, form bedroom to living room.
  • Country-style patterned plates in pink, white and green.

Available in stores and online at hm.com/home from 24 August 2023.  

ZLATAN IBRAHIMOVIĆ, NADIA NADIM & JAQUEL KNIGHT HIIT THE ZONE

H&M Move kicks off the autumn ‘23 season with a clean, futuristic collection of fashionable performance movewear designed for HIIT workouts — including pieces for softer movements, like Yoga. Global Brand Movers Zlatan Ibrahimović, Nadia Nadim, and JaQuel Knight will be featured in a series of campaign photos and films as they join everybody as the whole world gets moving after summer.

“When I was a child, I didn’t realise what I was experiencing were barriers to movement. As an adult, I have come to learn how life itself can become one such barrier. This is why I love being a doctor. I often get to play a role in another person’s journey as they find their own ways to do what they love,”

says professional football player and doctor Nadia Nadim.

The men’s and women’s collections apply the aesthetic of a monochromatic urban tech colour scheme of predominantly greys and black, accentuated by energising nuances of light green and teal. Fabrics are made with more sustainable materials, like recycled polyester and organic cotton, including textiles with H&M Move’s trademark DryMove™ and SoftMove™ functionalities.

Women’s tops, tights, sports bras, cycling shorts, and jumpsuits are characterised by their shape-enhancing cut lines, edgy cut outs, and metallic prints. These silhouettes are contrasted with athleisure wear that will grant you the freedom to take up space, such as oversized hoodies and parachute trousers. The men’s side introduces muscle fits, laser-cut details, and comfortable multi-stretch T-shirts, vest tops, shorts, tights, and track suits.

Footballer Zlatan Ibrahimović developed his confidence to move both on and off the field.

“Sport is more than medals; it actually has the power to drive change in people’s lives. The number one lesson I can give to get moving: try not to be like someone else, set your own direction. Being yourself is being perfect,”

says Zlatan Ibrahimović.

Choreographer to the stars, JaQuel Knight, finds the freedom to express himself through music and dance.

“It doesn’t matter where I’m at or what I’m doing; I need to be comfortable in my body and in my surroundings so I can access the way I make meaning, which is through movement,”

says celebrity choreographer and creative JaQuel Knight.

The new season drop will be available in selected stores and on hm.com/move on August 17.

SCULPTURAL BLACK REIGNS SUPREME WITH H&M STUDIO’S A/W23 COLLECTION

A new mood of dark glamour takes hold with H&M Studio’s A/W23 collection. Inspired by fashion’s taste for the thrilling simplicity of black coupled with silhouettes that semaphore restraint, the collection channels the stark sophistication of film noir heroines. Decisive, daring, and tailored to perfection, sharp suiting and sculpted outerwear are offset with embellished wardrobe staples and polished accessories. The H&M Studio A/W23 collection will be available in selected stores and at hm.com from September 28th.

“H&M Studio is our most directional, fashion-forward offering. For Autumn, our design team has created a collection that feels pragmatic but poetic. Premium qualities feature throughout the collection with tailoring, outerwear, and decorated denim that you’ll fall in love with instantly, and wear over and over, for years to come,”

Ann-Sofie Johansson, Head of design and creative advisor at H&M.

Key pieces are designed to cultivate a captive audience. For day, a tailored black maxi coat with a nipped-in waist hints at feminine allure and promises forever appeal, alongside a bright-white shirt punctuated with an oversized bow. For evening, low-slung jeans decorated with champagne-hued rhinestones and a co-ordinating jacket dazzle alongside a black A-line mini dress with a razor-sharp white collar. Accessories add a touch of gloss, including sleek nappa-leather boots and statement jewellery. So too a padded cushion-clutch bag, one of several favourite pieces making a welcome return from the H&M Studio archives, in this case reworked for autumn in soft black leather. The collection heroes durable, high-quality fabrics with the majority made from more sustainably sourced materials, including recycled polyester and Tencel.

“This season the design team was inspired by horror-movie heroines whose style always stays sophisticated, no matter how spooky the circumstances. We wanted to channel that pulled-together look with pieces that confer polish, but are practical enough to transition effortlessly between situations and seasons,”

Linda Wikell, concept designer at H&M Studio.

10 Years of H&M Studio
H&M Studio is H&M’s most directional, fashion-forward offering. Launched in 2013, the biannual collections are developed in-house by a dedicated design team at the brand’s Stockholm atelier. The A/W23 collection marks 10 years of H&M Studio, and a new chapter for the limited-edition collections. In a newly expanded remit, from this season H&M Studio will comprise a creative framework that encompasses multiple limited-edition collections per year, with several drops per season.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.

INSPIRING, EXPRESSIVE & FUN — H&M HOME INVITES YOU BACK TO SCHOOL

Inspired by the vibrant spirit of playful movement, our back-to-school collection combines happy designs with modernistic shapes, expressiveness, and fantasy. Each item is carefully curated to create a home where children can spend time indoors, fostering imagination and a love for their personal space.Inspired by the vibrant spirit of playful movement, our back-to-school collection combines happy designs with modernistic shapes, expressiveness, and fantasy. Each item is carefully curated to create a home where children can spend time indoors, fostering imagination and a love for their personal space.

One of the highlights of this collection is our playful bedding featuring adorable dinosaurs. Designed to spark young imaginations, these vibrant and comfortable bed sets will transport children to a prehistoric world of excitement and adventure. Accompanying the bedding is a dinosaur-themed rug, bringing the playful design to the floor and adding charm to any room.

Our collection also includes an assortment of soft toys in the shape of dinosaurs, capturing the essence of the theme while offering cuddly companions for children of all ages. Additionally, we have introduced cushions in the shapes of stars, bananas, and hearts, which provide both comfort and a whimsical touch to any seating or bedding area.

Keeping organisation in mind, H&M HOME presents stackable canvas toy storage boxes. These versatile storage solutions provide ample space for tidying up toys and add a pop of colour and style to any room. For a touch of personal expression, our textile sign and rug with the slogan “My room, my rules” serves as a reminder that a child’s space is a place for them to express their individuality.

Our collection also offers face plates in green and pink, adding a splash of colour and personality to mealtimes. Finally, our kids’ furniture includes yellow and red wall shelves and a forest green desk and bench with ample storage, perfect for studying, crafts, and play. To illuminate your little one’s creative endeavours, add a vibrant red lamp to infuse a bright and cosy ambience into any workspace.

Key pieces 

  • Stackable canvas storage boxes in three colours, including white, blue and green.
  • Dinosaur soft toys — choose from Triceratops, T-Rex or Brachiosaurus.
  • Dinosaur bedding with a white base and mixed animal print.
  • “My Room, My Rules” slogan rug and woven wall decoration.

Available in stores and online at hm.com/home from 3rd August 2023.

H&M TEAMS UP WITH DISNEY & ARTIST TREVOR ANDREW ON NEW MENSWEAR COLLECTION

Trevor Andrew, former world-renowned professional snowboarder turned multi-disciplinary artist, is known as the man behind the street art tag GucciGhost. Now Andrew, a life-long admirer of Disney, joins forces with H&M on the release of the Disney100 x H&M collection.

“I am honored to reimagine Disney’s iconic characters and bring them into a space where they are experienced and worn. This is about uniting art, fashion and just all of us,”

says Trevor Andrew.

“I’m really excited to release our first 3-way collaboration. Diving into the Disney archives together with Trevor has resulted in something that is both iconic and unique,”

says Ross Lydon, Head of Menswear Design at H&M.

Inspired by Trevor Andrew’s love of Disney and street art culture, the collection has a relaxed feel and boasts several Disney characters, all-over prints, and Andrew’s signature symbols, such as the ghost and the flying egg. Sweatshirts, hoodies, T-shirts, shirts, and a long-sleeved polo shirt come in oversized and relaxed fits, ideal for the new season. On top of that, the drop offers must-have accessories like caps, socks, and boxer shorts. As for Andrew’s favourite collection pieces:

“I love the denim because the logos make it very iconic. I also like the varsity jacket because it has several Disney characters on it. It’s fun to be able to put so many all in one piece,” he says.

Moreover, the collection features H&M’s first ever limited-edition skateboards, also with unique artwork by Trevor Andrew, who is an avid skateboarder. The skateboard has a seven layers maple plywood deck that measures 31” long and 8” wide. One style has a wordmark Disney logo hand painted by Andrew, the other style has the iconic Disney characters.

Today Trevor Andrew is an LA-based artist, musician, filmmaker and NFT creator. His work has been displayed in galleries worldwide, such as Deitch Projects, Milk Studio, One Trick Pony, HVW8, Parco Osaka and Modern Art Museum Shanghai. In 2019, Andrew launched his streetwear-inspired brand Real Buy.

For a full range of products and more information around the activity, please source the main Disney100 x H&M Campaign page.

MAKE AN ENTRANCE WITH H&M’S BACK TO SCHOOL FASHION

“We’re very proud of this year’s back-to-school collection as it offers stylish and durable garments that kids can feel comfortable and confident in. We know that going back to school after summer can be a hectic time for families, and we want to create a smooth experience where parents can find everything in one place; from basics and functional items to contemporary pieces and accessories,”

says Sofia Löfstedt, Head of Design and Creative at H&M Kids. 

The collection features classic colorways like white, beige, blue, and black, as well as pops of bright colors and vibrant prints. Trendy details elevate the fashion level and create a fun and inspiring collection for kids and babies that is easy to mix and match. Charming dresses and delicate blouses come with trendy jeans, cute sweaters, and crop tops. Striped shirts, clean t-shirts, and cool hoodies are matched with durable denim, smart trousers, and comfy joggers. Weatherproof outerwear will keep kids dry and comfortable in every condition, and stylish backpacks and accessories add both flair and function to every kid’s back-to-school look.

H&M’s back-to-school collection will be available from 28 July in stores and online at hm.com