Archives: Newsrooms

“For our second independent Innovation Stories collection for kids, we wanted to create a dreamy and sparkly collection. For this collection we are using 100% recycled-content embellishments helping us reach our goal of sustainably sourced materials by 2030. We hope this fantastical capsule of versatile pieces will spark conversations about circularity and inspire the next generation to dream,”

says Ella Soccorsi,assortmentdesigner at H&M

KEY PIECES
The enchantment of glittering fashion meets the magic of innovation, with key looks spanning ephemeral dresses and edge-inflected streetwear in a dreamy palette of sandy pinks and pale blues. A pearl-embellished dusty-yellow dress with ruffle-trim panels, as well as a rhinestone- and pearl-trimmed cornflower-blue dress, will win young romantic hearts. A crochet two-piece, dripping in pearls, will delight beach lovers. And if she’s after something tougher? Pearl-speckled oversized denim and astrology-print tops offer an edge that’s extended towards accessories, where pearl-studded slides, astrology-charm necklaces and a beaded mini bag add off-beat energy to girlish ensembles.

MORE SUSTAINABLE MATERIALS
Educational and enchanting in equal measure, key innovations include 100% recycled-content rhinestones and pearls made from recycled plastic display shelves and boxes. Meanwhile denim pieces are made from a blend of organic cotton and pre-consumer waste cotton, while several dresses, skirts and blouses are made from recycled textile-to-textile polyester. Jewellery makes use of recycled brass and recycled polyester, sunglasses are made from recycled plastic resin, and the mini bag comprises recycled polyester.

About H&M Innovation Stories
H&M Innovation Stories was launched in early 2021 and comprises a series of themed collections dedicated to promoting more sustainable materials, technologies and production processes.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine
For a full range of products and more information around the

The womenswear styles include signature Mugler oversized shoulders with a cinched waist shaping the body. Modern expression of the house codes, the spiral multi-seaming runs throughout the collection in the form of baggy jeans, nylon and denim bonded thong jeans, and jackets. Leather trench coats and jackets with an elongated scarf detailing, strong tailoring is accompanied by the illusion catsuits, leggings, cut-out bodysuits, dresses with decadent embellishments.

The menswear assortment features a collective of leather styles including trousers, blazers, and a trench coat with engraved buttons. The denim selection includes a sculpted jacket with padding that accentuates the form. Sharp tailoring can be layered with see-through flocked star prints and corseted tank tops.

The collection offers an array of gender fluid accessories including sheer gloves and tights, bags, scarves, and silver and gold body chains to earrings and necklaces in different proportions and shapes, ranging from teardrops to the iconic Mugler star.

“This collection is a watershed moment for the house of Mugler – a chance for us to celebrate our history and the pieces that we are beloved for today. The collaboration includes many of our signatures, from catsuits and bodycon dresses to tailoring, denim and beautiful, bold jewellery and accessories.”

Casey Cadwallader, Creative Director, Mugler

“Casey and the Mugler team have been incredibly generous in offering up so many of the house’s classics and signatures, which shoppers will recognise from the runway and red carpet. The collection encapsulates the H&M ethos of sharing great fashion and democratizing design. Every piece is an icon.”

Ann-Sofie Johansson, Creative advisor at H&M

The archive revival part of the collection is a tribute to Thierry Mugler’s greatest hits from the 80’s and 90’s. Each style curated by Casey Cadwallader, arrives with its own special label, featuring Thierry Mugler’s signature embodying the founder’s legacy, featuring a black velvet dress with a shaped waist, and puffed sleeves, a lace corset dress, a skirt suit with piercing details, and an acidic green tailored jacket. Accessories for this section, include boomerang-shaped earrings and a double brooch connected by a chain.

The cast highlights the spirit of Mugler’s diverse community. Photographed by Lengua and styled by Haley Wollens, the look book features a vast array of talents, from fashion icons to musical talents. The cast includes Jerry Hall, Connie Fleming, Mariacarla Boscono, Anna Ewers, Ariish Wol, Sora Choi, Imaan Hammam, Selena Forrest, Lidia Judickaite, Yilan Hua, Aweng Chuol, Amaarae, Eartheater, Arca, Xu Meen, Luthando Ngema, Cheikh Diakhate and Fernando Lindez.

The Mugler H&M collection will be available at hm.com and in selected stores on May 11.

The clothing and accessories featured in the collection are made with organic cotton. There’s also a new, innovative bodysuit made completely without metal or plastic trims, which means nappy-changing time just got a whole lot easier. “Room to grow” details such as adjustable waists plus foldable waistbands and cuffs mean longer-lasting designs.

Following the story of a bumblebee and orange flower growing through Spring, there are 15 pieces – tie-wrap long-sleeve tops and bodysuits, ruffle-sleeve top, dungarees, leggings, shorts, hats, blankets and a soft, illustrated baby book. The colour palette includes cream, light peach, light sage green and lilac with pops of tangerine. Soft uneven ribbed, waffle, crinkled and patchwork fabrics and herringbone tape are all made with soft organic cotton, while cute bumblebees, flowers and foliage feature as prints or embroidery.

c

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

“With the launch of this newborn collection, H&M shows that it’s possible today to make products for tomorrow, smartly designed from the start with the principles of longevity and durability in mind. Achieving Cradle to Cradle Certified® at Gold level means that the garments in this collection are safe and ready for the circular economy. They present design features that address the problem of unnecessary textile waste typically associated with babies’ fast growth, while also considering circular post-use options,”

says Nienke Steen, Global Lead Apparel, Textiles and Footwear at the Cradle to Cradle Products Innovation Institute.

To achieve the Cradle to Cradle certification, each product in the newborn collection was assessed across five categories of sustainability performance for the final manufacturing stage of the product in accordance with the Cradle to Cradle Certified® Product Standard. These include Material Health, Product Circularity, Clean Air and Climate Protection, Water and Soil Stewardship, and Social Fairness. H&M worked closely with supply chain partners to ensure each product in the collection has been created using materials and chemicals that are safe for people and the planet and designed without plastic or metal trims. The items are also manufactured promoting renewable energy and clean air projects. All materials and components, including the printing pigments, are carefully chosen to ensure the whole collection is fully recyclable, even in a home compost.

The Cradle to Cradle Products Innovation Institute awards certifications on the basis of ascending achievement levels (Bronze, Silver, Gold, Platinum) based upon a product’s performance in each of the five certification categories.

Visit c2ccertified.org for more information.

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

The collaboration encapsulates the very essence of Mugler. The house of Mugler has always been a trailblazer, a rule-breaker: a champion of freedom of expression, high glamour and daringly irrepressible style. Founded by the French designer Manfred Thierry Mugler in 1973, Mugler pre-empted the themes of body positivity, gender fluidity, transformation and confidence that dominate fashion now. American designer Casey Cadwallader joined the house in 2018 and has rejuvenated the house’s look and legacy, producing an astounding run of instantly recognisable garments. The story of Mugler is one of avant-garde runway shows and boundary-breaking haute couture; of visionary takes on beauty that transcend limits, embracing the otherworldly, the non-binary and the technological.

Discussions for this collaboration began before Manfred Thierry Mugler’s passing in January 2022. The collection unites the house’s history with its present and future, offering various Mugler classics and signatures. The collection is a dynamic showcase of the Mugler world today, and the intriguing ways that Cadwallader has twisted and reinvented the House to make it fresh and relevant for a new generation.

“We are proud to celebrate the legacy of Manfred Thierry Mugler with this collection. We were all honoured to get to know Manfred, and it feels very special that he was involved at the initial stages together with Casey and the house of Mugler. Casey has done such an incredible job at paying homage to history, and to the archive, while making the collection totally contemporary. Under him, Mugler has become one of the most innovative and exciting houses on today’s fashion landscape.”

Ann-Sofie Johansson, creative advisor at H&M

“It is truly an honour to collaborate with H&M. The collection is a celebration of everything that defines Mugler as a house and each piece is authentic Mugler, from the bodysuits, which have become a signature of ours, to the sharp tailoring and worked denims. It is a showcase of our icons.”

Casey Cadwallader, creative director at Mugler

The silhouette of the collection is the recognisable Mugler fit of today; strong, big shoulders, a tight focus on the waist, an ode to the curves and lines of the body, a tribute to confidence. And yet, to nod to the vision of the House’s founder, alongside the contemporary designs, are a series of very special, limited-edition archive remakes, selected by Cadwallader for their contemporary resonance and their testimony to Mugler’s central role in the glory years of 80s and 90s catwalk drama. Every piece in the collection is a moment of fashion history – a chance for a global community of fans to own a piece of the brand’s legacy. Whilst the collection includes both menswear and womenswear and, the fluid transformational cross-gender styling that has always underpinned the Mugler ethos is central.

To encapsulate the collection’s spirit, and to celebrate Mugler’s long association with music, performance, theatricality and subculture, Mugler and H&M are proud to release a music video, starring a collective of rising stars – Amaarae, Shygirl, Eartheater and Arca. Together, they have recorded their own take on Stardust’s 1998 dance hit ‘Music Sounds Better With You’ especially in celebration of the collection. The song choice nods to the sense of community that defines Cadwallader’s vision for Mugler today.

For more information and background about the music video, including additional imagery, please source H&M Magazine

The use of charming motifs with digital aesthetics lays a backdrop for self-expression, – similar to how kids have adopted the metaverse spectrum as their playground. Just like in the digital space the collection allows kids to find the fashion styles that makes them happy and presents an opportunity to find ways to express their personalities. The unique collection with bubbly and glossy characters boasts an array of perfect spring items. They range from full-on printed garments and solid accents.

“The collection is a ray of sunshine that is sure to brighten the day for our young customers. It sets an ambience for creativity and freedom to explore styles and looks imaginable to them. Together with Eva Cremers’ ingenious illustrations the collection perfectly captures the essence of the young in today’s digital age.”

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

The quirky selection for older kids throws it back to Y2K and the 90s, but with futuristic elements. The collection also carries sporty and casual looks that are easy to style. An equally impressive selection for the younger kids is composed of soft tailoring, loose silhouettes, big party dresses with new cut lines and lustrous qualities paired with sporty elements. The fun and creative mix embodies non-stop fun on a bright spring day.

  “It is incredible to see my digitally crafted work printed on physical garments in this collaboration with H&M. The aim has truly been to create a feast for the eye, with amazingly printed bright colors and fun accessories. So much of what we wear today is about self-expression, so with this collection, it´s amazing that kids across the world will be able to express their true selves. I can’t wait to see how kids will style and mix the different pieces and bring this collection to life.”

-Says Eva Cremers

The kids can also flare it up with edgy accessories like a fun 3D shoulder bag, keyring, bracelets and funky trucker caps. Not to be outdone, the babyline is adorned in bright bouncy colours and characters, perfect for their little discoveries. The line includes; woven dress, jersey set, jersey dress and more.

The collection launches at www.hm.com and in all stores on the 16th of March 2023, while the babyline will only be available online.

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

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