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This summer-themed selection highlights bold personal style that can be worn beach to street, for sunny days and seaside parties. The collection is made from on-trend terry fabric. The coordinated sets of resort shirts and relaxed shorts, showcase exotic all-over patterns in vivid accents inspired from tropical landscape. The dreamy colour palette reaches from leafgreen to a soft sunset yellow and orange, with contrasting off-whites and blacks. Swimwear together with accessories such as sunnies, sliders, caps and bucket hats play a supporting role to these stand-out pieces. When aiming for the full-on resort look, the bathrobe is a true master piece and outfit hero. The Magic Isle collection is a limited edition drop that will launch in selected H&M stores worldwide and at hm.com May 26th, 2022.

Sharing the power of smiles, SmileyWorld icons feature on T-shirts, T-shirt dresses, sleeveless tops, sleeveless hoodies and a range of shorts, plus pool sliders, caps, bucket hats and socks. There’s also a beach towel, a bag and sunglasses for those gorgeous sunny days. With a colour palette of popping colours mixed with neutrals and muted cantaloupe, mint and pink, the magic of summer really comes to life. Tie-dye and stripes add to the mood, while terry towelling is perfect for warmer weather. The entire collection is also made using more sustainable materials, such as recycled cotton and recycled polyester.

“We’re so happy to be collaborating with SmileyWorld! The original icons not only send a positive message to kids, but also teach them about their emotions. Exploring self-expression is such an important part of growing up. The skate influences of the designs are a wonderful complement to the SmileyWorld graphics, with roomy and relaxed fits, an emphasis on easy summer garments with a fun, casual vibe. It’s beachy and beyond — perfect to wear on a summer day.”

Sofia Löfstedt, Head of Kidswear Design at H&M

Nicolas Loufrani, Smiley CEO, comments: “After the challenging last couple of years, what better way to navigate out of these times with this campaign that aims to reverse a global smile deficit, spread positivity and fill the world with smiles in 2022. We are delighted to amplify this message of positivity and happiness to kids across the globe with H&M.”

Notes to all editors:
Created in 1972, by French journalist Franklin Loufrani to spread feel-good news, the Smiley would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda. In 1996 Nicolas Loufrani, son of Franklin, took the helm and saw a huge opportunity to bring Smiley into the digital world. Creating a whole new way of communicating, using a variety of facial expressions on the original Smiley to convey emotions, his emoticons are now used by everyone around the world every day.

Today, The Smiley Company is one of the world’s top global licensing enterprises that extends across fashion and homewares, through to food and beverage and continues to embrace collaboration as an opportunity to spread this important message. More than an icon, brand and lifestyle, Smiley is a sprit and philosophy and a reminder of how powerful a smile can be.

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

Summer is about enjoying the season with the family, which is captured in the collection’s tangerine hues, watermelon pink, stripes, and floral prints. The garments are made using recycled polyester and recycled polyamide and can be matched between parents and their little ones. The collection includes sunglasses and hats for babies and kids, offering protection for days out in the sun.

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

“Collaborating on this campaign was a great experience. We had a lot of fun creating the photos and content. The clothes are comfortable and feel great to wear which is what I love about H&M,”

Pete Davidson.

“We are thrilled that Pete Davidson is the face of our bold new campaign. Pete encapsulates everything H&M loves about the new menswear mood, with his self-confidence and play with personal style. He is so relatable, inspiring guys around the world to create the moment with their look themselves,”

Henrik Nordvall, Global Business Unit Director for Menswear at H&M.

In this campaign, H&M celebrates the new menswear movement that puts personal style front of stage. As traditional codes break down and a new generation finds its own language, men’s fashion becomes a place where every moment counts. It highlights the power of clothes to express who we are, no matter what the occasion.

Featuring guys wearing new season H&M pieces mixed with favourites from past H&M menswear collections, the campaign reflects the new mood in fashion that’s all about evolution and bold statements. The campaign encourages men around the world to enjoy what they already own, buy vintage, and then add in the new pieces that matter from H&M’s menswear collections. It’s a holistic approach that moves beyond complete seasonal change to a new way with fashion for all of us.

Pete Davidson is a stand-up comedian, actor and writer, one of the world’s biggest stars thanks to his humour, talent and approachability. Pete has been on the cast of Saturday Night Live since he was 20 years old, and has also co-wrote, executive produced and starred in the film King of Staten Island. His personal style is as individual as his humour, recognised for his experimentation and play with fashion.

The collection combines bold proportions with cutting-edge materials that utilise waste to create beautiful fashion statements. Several of these materials are firsts for H&M, including MIRUM®, recycled silk and AirCarbon™. Headline pieces are dresses, from the bubble gum-pink heart-shaped evening dress to the pale blue puff-ball mini and the pink knitted spike dress, all made from recycled polyester. Recycled silk made from waste silk is used on a frill-trimmed pink shirt, while a pair of court shoes and a studded bracelet make use of MIRUM®, a plant-based leather free of plastic and made from plant fibres, vegetable oil and minerals. A convertible chain necklace and rhinestone earrings feature black hearts made from AirCarbon™, a biomaterial made by natural microorganisms that use air and carbon from greenhouse gases that would otherwise go into the atmosphere.

“This collection is a celebration of love, filled with wardrobe heroes that feel comfortable to wear, even if they are dramatic, statement pieces. My advice is to step out of your comfort zone and explore versatile combinations: dare to wear an oversized leopard-print coat with heart-shaped spots with a tight, cut-out bodysuit, or relax in a co-ordinated set with heart motifs inspired by foil balloons,”

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

“The design team wanted to create a collection about love, intimacy, and forging connections – not just with each other, but with our wardrobes. Each piece has been designed to allow the wearer to express their true self, and to express their values by utilising materials that combat waste. And once they’ve got all the love they can from the piece, we hope they will pass it on to someone new,”

Ella Soccorsi, concept designer at H&M.

About the campaign
The campaign captures the effervescent energy of the collection, styled in daring combinations by Ibrahim Kamara and photographed by Rafael Pavarotti with a kaleidoscopic set by Ibby Njoya. An accompanying film, directed by Albert Moya, celebrates uniquely vivid moments in love, from the first butterflies of a nascent relationship to nostalgic fading memories.

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. This latest collection, “Innovation Story Cherish Waste”, heroes circular fabrics that reclaim waste, turning it into something desirable, and promotes wardrobe pieces to cherish forever. It will launch from April 21.

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

“Visually, Hôtel Hennes is a wonderland; the stars are not in their usual roles and every frame is intended as a new adventure.”

Bardia Zeinali, director

Watch the hotel owner, played by Gigi Hadid, welcome a new hotel guest, played by model Jill Kortleve, to the Hôtel Hennes with the help of an entertaining cast of visitors and staff, from models-turned-bellhops Jazzelle Zanaughtti and Kiddy Akita Lou, to newly checked-in holiday-makers, Isabelle Chaput and Nelson Tiberghien of the Young Emperors. Also on site are model Olivia Vinten, as the Head of Housekeeping; dancer and content creator Donté Colley as the Head of Glow-ups; model Devyn Garcia as a lifeguard; editor Julia Hobbs as a fashion journalist; model Precious Lee as a catwalk model; and content creator Christina “Tinx” Najjar as the Hôtel’s receptionist.

“This is a homage to those magical hotels that have been the site of so much creativity in the past. I had so much fun on set, and I think that shows through in the film; the message is welcoming and playful.”

Gigi Hadid

The spirt of the campaign film is further celebrated by the release of a selection of new Hôtel Hennes merch, including beach towels, sunglasses, tote bags, bikinis, shorts and t-shirts. The pieces, which are all crafted in palettes and patterns inspired by the upbeat retro look of Hôtel Hennes, will be in stores and online from 28 April

“We are thrilled to invite our customers into the world of Hôtel Hennes: a fictional and magical place where our Spring and Summer fashion is celebrated. We look forward to welcoming our customers to the new season at H&M!”

Ann-Sofie Johansson, Creative Advisor, H&M

Keith Haring was booming in the underground art scene during the ’80s, using New York City as his canvas to make his symbolic artwork accessible for everyone. His street art has received worldwide recognition for its extraordinary expression and strong social message.

The collection features a selection of relaxed tees, shirts, joggers, and hoodies in muted colours along with sneakers and accessories. New additions for the second drop are the printed pile jacket, underwear, and the slip-on canvas sneaker.

For a full range of products and more information around the activity, please source the main Keith Haring campaign page.