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THE NEW H&M ESSENTIALS CORE COLLECTION IS HERE TO STAY

The H&M ESSENTIALS concept was founded on the idea of longevity in fashion and manifests as a collection of timeless, expertly cut designs made from high-quality materials. Pieces you’ll return to over and over that make up the foundation of an enduring and always-relevant wardrobe. By creating a long-lived style platform for the menswear customer, garments like the T-shirt, jeans, and shirt will always be readily available. It also shifts part of H&M’s business model into a slower cycle of trends.

“The men’s design team really studied classic menswear pieces and focused meticulously on the components and details needed to create this timeless yet modern collection. I’m excited to continue working with and elevating the concept further over time,”

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

When launching, the collection carries a total of 12 individually numbered styles and will never feature more than 20 unique products at the same time. First out are everyday must-haves like the tailored coat, T-shirt, hoodie, sweatshirt, Oxford shirt, shirt, jeans, light knit jumper, heavy knit jumper, blazer, slacks, and chinos. All are made from durable high-quality materials, including more sustainable ones like recycled Melton wool and recycled polyester. The colour palette is a mix of classic neutrals and select seasonal tones.

To offer more transparency around the collection, H&M is introducing a behind-the-scenes series called “The Making”, which tells the tale of the design process, development, styling, materials, and creatives behind the garments. Additionally, select garments in the collection will feature a unique digital ID created by tech startup EON. When scanned by mobile devices, the digital ID directs customers to an inspirational and informational micro site to learn more, shop or repurchase the garment. Together, The Making and Digital ID will be giving customers more ways to deepen their relationship with the clothes they wear every day, providing an even greater reason to take care of, repair, and recycle these garments. Longevity, and circularity, can only be attained when a brand and its customers work together.

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

H&M MOVE TEAMS UP WITH ZLATAN IBRAHIMOVIĆ TO GET THE WORLD MOVING

Zlatan is one of the greatest strikers of all time and has played in the world’s biggest leagues. More than twenty years into his football career, Zlatan still plays up front for AC Milan and is Sweden’s all-time leading goal-scorer. He is also a father, a hiker, speaks five languages and has a passion for taekwondo. Zlatan is the ultimate multimover.

“I often felt like I was judged or excluded from moving growing up. Boys and girls growing up like I did should be able to wear what the professional athletes wear. That is what H&M Move stands for. I strongly believe in the brand mission of giving everybody the chance to move. Because moving has changed my life 100%.”

Zlatan Ibrahimović, Professional Footballer and Multimover

To welcome Zlatan to the H&M Move team, Mover Jane Fonda offered him some priceless one-to-one keep-fit coaching. The film finds our Academy Award-winning actor, activist and fitness icon in instructor mode, encouraging Zlatan through some of her legendary moves. But how will Zlatan take her instructions?

*WATCH THE FILM HERE*

AND

*THE INTERVIEW WITH ZLATAN HERE*

In keeping with H&M Move and Zlatan’s mission to get the whole world and everybody moving, earlier this month the brand welcomed Diana Amini as Head of the Move Community Program. She brings with her, extensive experience from the non-profit sector, including 7 years as Global Manager of the H&M Foundation. Diana will build a global initiative that works closely with communities facing some of the largest obstacles for opportunities to move. She will work with a team of experts and thought leaders – including our global Brand Movers – who will each bring invaluable expertise from their fields.

“Removing barriers to sport is very much at the heart of H&M Move’s purpose. I’m beyond excited to join a dynamic global team and work together on new and exciting ways to drive positive change. Our first move will be to focus on children facing barriers to participation. We will gradually extend our work to get everybody moving.”

Diana Amini, Head of Community Program at H&M Move

About H&M Move:
H&M Move is a movement brand. We celebrate movement and invite the world to move. We make stylish and functional movewear accessible to everybody, in a more sustainable way. Visit hm.com/move or follow @hm_move for more inspiration.

INTRODUCING ‘IMAGINE THAT’, H&M´S FIRST INDEPENDENT INNOVATION STORIES COLLECTION FOR KIDS

KEY PIECES
A paean to young, imaginative minds that have a carefree approach to unconventional style, the collection’s key looks comprise street-inflected pieces in a vivid rainbow-bright colour palette. Lively campaign imagery captures the invigorating mood of creativity, with styling that semaphores youthful self-expression. Who can resist the drama of a fun faux-fur coat in striking sunset hues or a sequin-embellished jacket and co-ordinating skater skirt, not forgetting a matching confetti-print velvet top and flared pants? Meanwhile the orange-splashed skater jeans infused with laid-back cool and graphic, spiky knitwear provide down-time options alongside vibrant loungewear. In accessories, a faux-fur mini bag and bucket hat allow for unfettered experimentation, while sneakers can be customised with beads and charms.

MORE SUSTAINABLE MATERIALS
At turns progressive and playful, headline innovations include Desserto®, a plant-based leather alternative made with Nopal cacti, which is used in the sneaker; REPREVE® Our Ocean fibre, a recycled polyester made with ocean-bound plastic, which is employed in a faux fur jacket, bag and hat; and sequins made from 100% post-consumer PET bottle waste, which decorate a co-ordinating jacket and skirt set.

“For our first independent Innovation Stories collection for kids, we wanted to embrace the boundless imaginations and experimental styling that is second-nature for young people as well as the mind-bending innovations at the forefront of fashion. Each versatile piece is designed to be styled in multiple creative and crazy combinations and to spark conversations about the cutting-edge technologies revolutionising our world,”

Ella Soccorsi, concept 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. ‘Imagine That’ is the seventh instalment in the series, and the first independent kidswear collection.

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 Campaign page

H&M MOVE OPENS THE DANCEFLOOR WITH RENOWNED CHOREOGRAPHER JAQUEL KNIGHT TO LAUNCH FIRST DANCE COLLECTION

The launch sees the brand come together with renowned choreographer JaQuel Knight to showcase the collection and open the dancefloor to every body. The collaboration continues Knight’s ongoing role as ‘Mover’ for the brand, which began with the launch in August.

JaQuel Knight is responsible for some of the most iconic dances of our time and multiple Superbowl shows. He may have a long list of mega-star clients but his mission, in partnership with H&M Move, is to promote diversity and equality within dance.

“The dancefloor is a safe space. Open to every body. Whoever you are. Whatever your ability. It’s about expressing yourself. However you move. If the world got up and all danced for five minutes a day, if we just took time out of our daily schedules to breath and dance it out, the world would truly be a different place”.

– JaQuel Knight, Choreographer and Mover

To inspire people to dance and celebrate the vast variety of movement possible in the collection, H&M Move teamed up with JaQuel Knight to open the dancefloor in a studio in London. Knight invited a diverse range of dancers, who’s moves he admired, to dance together on an impromptu dancefloor, sound-tracked by the riotously rhythmic ‘Dancina’ by Yemi Alade. In a circle, alive with electric energy and led by Knight, a cacophony of dance styles seamlessly collided – individual takes on tap, contemporary ballet, breakdancing and vogueing. Captured by director, Aidan Zamiri and the accompanying photography by Ronan Gallagher every dance style was celebrated, every quirk and individuality promoted.

“We strongly believe in the power, the beauty and the benefits of dance as a form of movement. With this dance collection we want to empower people when they dance, but also make them feel great because of their style and fit. It has been so much fun to see the dance floor come alive with JaQuel Knight’s energy and drive to get everybody moving.”

– Simon Brown, General Manager H&M Move

The collection, which includes dancefloor-ready movewear for both men and women, features bold jacquards, unitards with cut-out details and timeless tracksuits in rich burgundy and forest green. Notable details within the women’s collection are the structured weaves and seamless attributes; used to enhance the fit of the tanks, tights and unitards. The men’s collection continues the theme of versatility, offering mix and match tracksuits with both trousers and shorts. The brand’s exclusive made-for-moving material DryMove™ features across the Dance Collection and uses moisture wicking technology to pull sweat away from skin, keeping Movers comfortably dry.

The first H&M Move Dance Collection launches on October 6th with collections for women and men available in 2400 stores worldwide and on hm.com/move.

About H&M Move:
H&M Move is a movement brand. We celebrate movement and invite the world to move. We make stylish and functional movewear accessible to Every Body, in a more sustainable way. Visit hm.com/move or follow @hm_move for more inspiration.

H&M HOME PRESENTS FIRST DESIGN LAB COLLECTION

The Design Lab collection aesthetic stands at the intersection between abstract and tangible, inviting one to play with the visual as well as the philosophical contrasts and perceptions of softness and firmness. The H&M HOME design team have experimented with the relationship of opposing materials and shapes, exploring this connection to human observation. The result is a marriage of hard materials and soft shapes, combined with the power of volume.

“The concept and idea of this Design Lab collection began as a study and experimentation of shapes and the power of volume. It ended in a special collection for H&M HOME that truly showcases and marries innovation, design as well as quality. We are proud to present this exciting collection to our customers worldwide and see a continuation of Design Lab collections going ahead”,

says Evelina Kravaev-Söderberg, Head of Design and Creative at H&M HOME.

The Design Lab collection holds 11 collectible interior pieces. The three larger and smaller modelled bowl vases in glass are multifunctional. They easily act as a vase, and once turned over, double as sculptural bowls. These come in three shades: inky black, Klein blue and transparent. The transparent, modular floor lamp is a statement piece, imagined to act as a light sculpture – infusing a designed touch to any interior and home. The modelled blanket holds an architectural and schematic design, showcasing the ultimate combination of complementary compositions. Finally, the lounge chair is a stylish, pièce de résistance, linking the collection together through the combination of hard steel and its soft, airy black padding.

“Design Lab is H&M HOME’s reflection of the era we live in, where things may look one way and feel quite different. It reminds us to challenge what we observe and be open to new, stimulating combinations. This new collection invites the H&M HOME customer to experience a new side of H&M HOME, with limited interior pieces that we see as true collectibles for the future”,

says Erica Christofferson, Concept Designer at H&M HOME.

The Design Lab collection will be available in selected stores only and online at hm.com/home from 17th October 2022.

THE SUCCESS OF H&M’S BLANK STAPLES CONCEPT CONTINUES

Blank Staples saw the light of day in 2020 and has since become a go-to collection for the young streetwear community. The fifth edition is a continuous celebration of the collection’s original designs: the long- and short-sleeve tees, the sweatshirt, the hoodie, the zip hoodie, and the joggers. These heavyweight French terry and single jersey garments are characterised by an oversized, boxy-fit aesthetic, offering a relaxed take on high-fashion streetwear constructed for superior fit and quality.

The Autumn 2022 drop takes this blank canvas of a collection and splashes it with the season’s most potent colours: warm shades of brown, orange, and beige, channelling the earthy elements of wine, rust, and clay. Like last season, the collection is constructed from 100% in-conversion cotton — fibre grown by farmers converting to organic farming.

H&M MOVE INVITES THE WORLD OUTDOORS

“The positives of being in nature and moving outdoors is huge. To remove barriers to get outside, we wanted to create a collection that our audience could rely on when facing the elements. Functional clothing and accessories that make you feel confident and comfortable in nature whilst maintaining a stylish aesthetic.”

– Marie Fredros, Head of Design at H&M Move

One of the impressive highlights of the collection is the use of H&M Move’s exclusive made-for-moving materials; jackets have been crafted with StormMove™, a waterproof and windproof layered fabric with an outer layer crafted from 100% recycled polyester and inner layer consisting of 100% recycled nylon. The collection also features DryMove™ which uses moisture wicking technology to pull sweat away from skin, keeping Movers comfortably dry – the perfect base layer for an outdoor adventure.

Versatility and comfort are at the core of the Outdoor Collection’s creation. Modular details such as zip-off hoods and bottom panels, pillow-soft and packable insulated jackets and thoughtful underarm ventilation features allow for maximum comfort and breathability.

The functionality of the collection was put to the test on a wild day-adventure in Scotland, which saw six UK based explorers, with varying relationships to the outdoors, take to the hills and then swampy shallows of a lake. The result was a wet but exhilarating day trip.

H&M Move’s Outdoor Collection launches on September 8th on hm.com/move and in selected stores.

About H&M Move:
H&M Move is embarking on a bold mission to democratise sportswear and get the whole world and every body moving, however they move. We make stylish and functional movewear accessible to Every Body, in a more sustainable way. Visit hm.com/move or follow @hm_move for more inspiration.

H&M LAUNCHES ONLINE SHOPPING IN ISRAEL

We are proud to announce the launch of H&M´s long-awaited online store in Israel. Now Israelian customers will have access to quality fashion at the best price, in a sustainable way, just a click awa

The entire range of contemporary fashion items for women, men, teenagers, and children is now available for sale in addition to other concepts such as accessories, maternity, sportswear, and more. In addition to that H&M Home’s full assortment for the different home spaces is also available online.

“H&M is a significant player in Israel’s fashion market. Having waited for this moment for a long time, we are now excited to finally launch an online H&M store in Israel too. The new store complements the shopping experience of our physical stores, allowing our customers to have high quality, environmentally-conscious fashion at the best prices delivered to their door,” said Amihay Kilstein, CEO of Match Retail, the concessionaire of the H&M Group in Israel.

The first H&M store in Israel opened in 2010 and currently there are 20 stores in the market. H&M offers online shopping in 58 markets.

H&M HOME PRESENTS A FALL SEASON WITH INTERIOR PIECES THAT WILL MAKE YOUR HOME COME TO LIFE

Colour infusions, eclectic compositions and contrasting accents – welcome to a season that will make both you and your home feel reinvigorated with smaller and bigger interior details.

To instantly refresh your home, H&M HOME presents many variations of cushion covers with varied textures, from purple and blue velvets, corduroy to patterns. Here you find solid colours to geometric shapes and stripes. They all go together or can be styled separately depending on your home – or mood. A beautiful, brushed blanket in a striped design infuses some additional pattern and feeling to the overall look.

The innovation of shapes truly leads the way this fall season and adds stylish details as well as personality and a luxe feel. Two different sized vases, a small and a bigger one in fluid structures are introduced, both with see-through qualities. Style on top of your coffee table or ottoman, place on your bookshelf or windowsill for a refreshed fall look. Melted-style vases and bowls in varied shapes and colourways, including brown, purple, and taupe colours can be mixed and matched to create an eclectic feel in your living room areas.

Joyful and twisted candelabras in dusty pink or blue add a playful touch, where taper candles in many colour variations can enhance your interiors. Stacked thicker candles in creamy, mauve and blue hues go perfectly with the new fluidly shaped trays in two sizes. For bigger statement interior details, H&M HOME also presents two new table lamps. The blue-grey version has a softer shape and the slightly smaller lavender-coloured piece, a sharper, cone inspired look.

When it comes to dining, or rather brunching – get ready for some great artistic inspiration for your meals. H&M HOME presents serving boards in soft shapes, wooden trays in various sizes and a series of lovely ceramic serving bowls and platters to complement any meal.

Finally, the sculpted ceramic mug takes centre stage this fall. Drink from it, stack it and style it however you please. It looks great both as a chic display in your kitchen or in your cupboard waiting to be used. Here your also find an array of colours, from brighter shades to more earthy hues.

Stay tuned for more fall news from H&M HOME.

The collection will be available in selected stores and online at hm.com/home from 25th August 2022.

BONJOUR FROM BRASSERIE HENNES! NAOMI CAMPBELL STARS IN H&M’S PARISIAN INSPIRED FALL CAMPAIGN.

Naomi Campbell plays the Parisian fashion insider, who is joined at Brasserie Hennes by inquisitive tourist, model Jill Kortleve, who just landed in the fashion capital. Coffee in hand, Campbell and Kortleve watch as fellow cast mates, creator-couple Young Emperors, model Jordan Barrett, model Paloma Elsesser and influencer twins Molly and Reese Blutstein, stride the cobbled streets in the best of H&M AW22. Directed by Bardia Zeinali, the film celebrates Paris, bringing fashion inspiration to all.

‘It’s a pleasure to work with H&M on this film inspired by a city so close to my heart. Great fashion should be for everyone, and it’s amazing to see this campaign champion that.’
– Naomi Campbell

The AW22 collection is an embodiment of Parisian style; classic, confident and interchangeable. City-staples such as mini skirts, sharp overcoats and boots (from western to knee-high) are essentials. Warm tones of oranges, reds and burgundy harmonise with check-on-check styling, and personality shines through the collection with sparkling accessories, macro tote style bags and chunky, expressive knits.

“Welcome to Brasserie Hennes: a fantastical place of fiction, where our AW22 collection shines. We’re delighted to bring the wonder of Paris to H&M and we can’t wait to share it with you all.”
– Ann-Sofie Johansson, Creative Advisor, H&M