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“With this collection we wanted to focus on the progress H&M has made with recycled-content embellishments. It’s always important to take a long-term perspective when it comes to sustainability, while at the same time agitating for change. Increasing the recycled content of the sequins, beads and rhinestones to 100% in this collection represents years of hard work and collaboration between multiple teams at H&M, and we know it will have a big impact on future collections,”

says Ann-Sofie Johansson, creative advisor at H&M

Designed to emulate the glittering magic of naturally-occurring crystals and minerals, the collection manifests in classic, clean silhouettes in precious jewel tones trimmed with glistening decoration. Key pieces comprise a series of mini dresses, with two emerald-green and citrine-yellow styles rendered in recycled polyester and amped up with sequins made from recycled PET plastic bottles, and rhinestones and beads made from recycled plastic display shelves and boxes. Meanwhile a pearly-white embellished mini dress is created from a linen-viscose blend, using traceable Livaeco by Birla Cellulose™ viscose sourced from certified sustainable forests. Rhinestone-trimmed denim pieces in a blend of organic and recycled cotton form a streetwise counterpoint. A pair of statement platform shoes in an organic silk and viscose blend, using LENZING™ ECOVERO™ viscose derived from renewable wood sources, and bold jewellery in faintly Surrealist shapes, made in post-consumer recycled brass, complete the line-up.

“This collection celebrates the wonder of the natural world with beautifully embellished looks designed to delight. Not only are they dazzling from a fashion perspective, but they represent a milestone in more sustainably sourced embellishments, something we’ve worked hard to improve over the last eight years,”

says Ella Soccorsi, assortment designer at H&M

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. Previous themes have encompassed animal-friendly fashion and alternatives to animal-derived materials, circular design strategies and fabrics that reclaim waste, and more sustainable methods of working with colour. The project goes hand-in-hand with H&M’s fashion rental service, established in 2019 in its Stockholm flagship store with a selection of occasionwear styles from past Conscious Exclusive collections. The rental programme currently operates in four stores in Stockholm, Berlin, London and Amsterdam.

Tailored to the fashion-forward customer, H&M’s Limited Edition 2023 collection offers layer-able, dynamic looks inciting playfulness and self-expression. Bright, inviting, and full of life, this collection hopes to inspire those searching for unique pieces.

“Our Limited Edition 2023 collection is a joyous addition to our current women’s fashion offering. We hope our customers feel their best in this fabulous collection.”

says Eliana Masgalos, Concept Designer Womenswear.

Crafted for the confident and contemporary woman from gliding kaftans to fluid dresses, this collection provides rich, inviting colours, flowy fabrics and metallics with sheer full-length silhouettes. Pieces to note are the bold royal blue shirt dress, the tunic set in a vivid print and the eye-catching orange blazer and trouser set. The collection is predominantly crafted with more sustainably sourced materials, such as; sustainable viscose, recycled polyester, TencelTM and organic cotton.

The H&M Limited Edition 2023 collection prices range from €19.99-129 in sizes XS-XL.

Isla Hennes is the style destination for Spring 2023. With charisma, adventure and creativity around every corner, the island calls for experimentation, encouraging you to try something new. Azure waters promote vivid colour palettes, while inviting meadows are reminiscent of the collection’s botanical influences. Will the island’s art biennale sculptures inspire you to style a contemporary 3D silhouette? Or may the wild flora tempt you to try a graphic print? Travel the island to find unique styles, ideas and inspiration. This is a destination for transformation.

The H&M Spring 2023 Collection offers a breadth of interchangeable styles for customers to play with, each presented in elevated fabrics with an approachable price point. As such, the collection is divided into two launches – Pre-Spring and Spring. In each launch, four style themes tell a different story, showing the opportunities for transformation on Isla Hennes.

“At H&M, we see identity as a spectrum of possibilities. We hope this collection encourages our customers to travel through different aesthetics and that they’re as inspirited by the elevated and eclectic pieces as we are.”

says Eliana Masgalos, Concept Designer.

The H&M Pre-Spring launch sees modern crafted suiting shine with unexpected details. Neo-folk elements spotlight embroidery and sculptural silhouettes, 3D expression bursts from garments like the flowers blooming on Isla Hennes, and a remix of stripes and patterns add frivolity. The black waistcoat, cargo trousers and decadently detailed balloon sleeve tie-waist top are essential. In addition, the striking green double-stripe shirt and trousers and the candy pink horizontal stripe spaghetti strap dress are spirited additions to any spring wardrobe. Things take a macro turn for the Spring launch with larger-than-life embroidery, hyper-vibrant prints and tactile crochet. The rich purple mini-dress with petal-like edges is a stand-out piece. As too are the exotic plant-print babydoll dress, the white wrap jacket with cut-out sleeve detailing and the warm ochre knit dress with a deep-V neckline.

Key pieces promise all-eyes-on-me statements. For women, sensational volume-pumped evening dresses that sweep the floor and graze the thigh are offset with star-off-duty outerwear bursting with buzz: an oversized trench, a leather motorcycle jacket and a faux-fur jacket all radiate confidence. Cool-girl denim and everyday-luxe sweats equally guarantee maximum elegance with minimal effort, alongside snappy accessories, such as glossy, premium-leather ankle boots, rhinestone-trimmed lingerie and enormous sunglasses. Two womenswear pieces, an oversized vest and a high-waisted maxi skirt both made from a blend of organic and post-consumer waste cotton, have been embellished with hundreds of hand-sewn buttons. The buttons are partly made from post-consumer recycled plastic sourced by Bengaluru’s waste-pickers and reclaimed from the streets in India, part of an ongoing partnership between the H&M Group and the social enterprise Hasiru Dala Innovations.

In line with H&M’s sustainability goals, every item in the collection is made from more sustainable materials including organic cotton, recycled polyester, chrome-free leather and Naia™ Renew, a circular fiber produced from 60% sustainably sourced wood pulp and 40% certified recycled waste materials.

“Fashion is in a daring mood this season and for Studio S/S23 we wanted to push the envelope in terms of colour and silhouette. At the same time, we offset the more extravagant eveningwear styles with really easy shortcuts to timeless style, such as a leather biker jacket you could wear again and again,”

says Ann-Sofie Johansson, creative advisor at H&M.

“This season the design team was captivated by the idea of a modern megastar who seamlessly glides between an attitudinal off-duty look and a glamour-centric red-carpet gown. For today’s social-media-savvy generations, keeping it real is as important as looking a million dollars, and we wanted to create a collection that can go from day to night, and from off-duty to on-duty, without compromising on flair,”

says Linda Wikell, concept designer for H&M Studio.

About the campaign
Kali Uchis, the Grammy-award-winning, Colombian-American artist, stars in H&M Studio’s S/S23 collection campaign,based on a typically fabulous day in the life of a magnetic pop star. Directed and photographed by Charlotte Wales and styled by Georgia Pendlebury, Uchis brings her signature seductive style to the campaign with a series of stylized images that expand on the theme of a dazzling life lived in front of the cameras.

About H&M Studio H&M Studio is H&M’s most directional offering. Developed by a dedicated design team at the brand’s Stockholm atelier, the limited-edition, fashion-forward collections are unveiled biannually, in line with the traditional fashion schedules.

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

H&M HOME is a design-driven interior brand with a wide and varied product assortment, including interior pieces for the living room, kitchen, bedroom, bathroom, and kids’ room. H&M HOME aims to offer modern design and quality at the best price, in an inspiring and sustainable way, enabling interior lovers across the world to create a place to feel at home.

“H&M HOME has been a growing lifestyle and interior destination since our launch 14 years ago, with great design, value for money and quality at our core. Today we offer a variety of products for every room, enabling our customers to update and renew their homes in a fun, easy and more sustainable way. With the product always at the forefront, the brand campaign allows us to show our wide assortment and connect with new customers and interior lovers. Welcome to join the HOME revolution!”

says Ida Lindahl, Managing Director at H&M HOME.

The brand campaign film takes the viewer through everyday life scenarios, where the selected products hold a humorously amplified role. From the soft touch of a wool rug or the shine of a champagne glass to the delightful plumpness of a vase, the brand film gives a gently mischievous twist on how small things truly make a big difference, especially when it comes to falling in love. The campaign was conceptualized by Stockholm-based advertising agency King, with Frank Hollingworth as creative director and Martin Sööder as copywriter. The brand campaign film was produced by Scandinavian production company Bacon with Martin Werner as director.

“We have played with the idea of ’falling in love’ with the chosen H&M HOME products included in the campaign. To clearly show that we have a bit of self-distance in what we do, we have exaggerated the role they play in the customers’ lives. We think it makes for an interesting and joyful feeling, adding a personal touch to the brand,”

says Frank Hollingworth, Creative Director at King.

H&M HOME is currently available in 56 markets, including shop-in-shops and concept stores, and delivers to 42 online markets.

H&M HOME is part of H&M Group and forms together with H&M Move and H&M Beauty – H&M Lifestyle Brands.
H&M HOME has its own organization, with a head office in Stockholm, Sweden.

The H&M HOME brand campaign goes live on 2 February 2023.