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Key pieces radiate a “see-and-be-seen” attitude. From avant-garde takes on laced-up denim and one-size-up suiting, to lime-green satin co-ords and a wear-anywhere leopard-print swimsuit, these are looks that command attention. A studded denim mini skirt, a ruffle-adorned mesh top and a rhinestone-trimmed little black dress recall a late 1990s mood for excess. Meanwhile an organic cotton T-shirt features a distinctive image of Pop Art-inflected lips by Berlin-based illustrator Stefan Fähler. And in accessories, the focus is on seriously statement pieces, from screen-green snake earrings and chain-link necklaces to studded platform clogs and red Western boots. In line with H&M’s sustainability goals, every item in the collection is made from more sustainably sourced materials including recycled polyester, recycled polyamide and recycled wool.

“There’s a new mood of exuberance in the air making us all want to dress up in fabulous clothes again. It’s reminiscent of the va-va-voom spirit that defined fashion in the 1980s up to the early 2000s. For the SS22 collection, we wanted to bring powerful, big-personality fashion back into the spotlight, offering versatile pieces that will inspire joy,”

Ann-Sofie Johansson, Creative Advisor at H&M

“For SS22 we had boundary-breaking musical muses on the mood board. We were inspired by their commitment to swerving clichés and expectations, both in their clothes and their attitudes. The collection is all about no-holds-barred fun, intended to help our customers build their very own optimistic new look,”

Linda Wikell, Concept Designer for H&M Studio

About the campaign
H&M Studio’s SS22 collection campaign was directed and photographed by Reto Schmid, styled by Georgia Pendlebury and stars the break-out model of the season Devon Ross. A child of the LA music scene, 22-year-old Devon brings youthful dynamism and an offbeat edge to the campaign, which was captured in London.

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

SELLPY COLLABORATION
Following a successful collaboration for the launch of the AW21 Studio collection, H&M is once again teaming up with Sellpy, the digital platform for pre-loved clothing which operates in 20 EU countries, with a selection of key pieces from the H&M Studio archive. Handpicked by Ann-Sofie Johansson and the H&M design team, the exclusive edit of pre-loved favourites will be available at Sellpy.com/HM from February 17.

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

The on-going concept brings together the most popular design classics, making it easier for men to find, buy and even replace their most-loved, most-needed items. H&M Essentials also functions as a complete wardrobe, as each component complements the others. The first H&M Essentials release features:

No. 1           The Overshirt
No. 2          The Jeans
No. 3          The Hoodie
No. 4          The Oxford Shirt
No. 5          The Sweatshirt
No. 6          The Sneakers
No. 7          The T Shirt

Further handpicked garments will join H&M Essentials in Autumn 2022.

The enduring popularity of each of the Essentials means significant advances have been made in terms of functionality, durability and sustainability – all without compromising the original design. The Essentials Hoodie, for example, is H&M Man’s best-selling hoodie ever, having sold over 2 million pieces worldwide since its inception in 2015. As well as an increased percentage of recycled material in The Essentials Hoodie, subtle detailed changes have kept this garment continuously relevant.

This is the first time H&M’s most perfect and sought-after products have been brought together under the concept Essentials in one easy-to-identify, easy-to-wear range but it is just the beginning of the journey to increase quality, fit and consistency in men’s wardrobe.

All the polyester used in this collection is recycled and comes from the bottle2fashion project, which also supports the Indonesian government’s initiative against marine pollution while contributing to their Sustainable Development Goals. PET bottles are collected from across the islands of Indonesia, then sorted and cleaned before being shredded into flakes to make recycled polyester fibres.

“We play a huge part, and we want to lead the change towards a more sustainable fashion future. We can and we have to create these collaborations to accelerate the transformation that is crucial for our industry – together with other brands, our suppliers and our customers. I’m proud of the way we collaborate with others to set new industry standards and enable innovative solutions — it’s so inspiring how sustainability topics can open doors and motivate people to team up and be creative in very untraditional ways,”

Karin Brinck, Sustainability Manager H&M Kidswear.

“Danone AQUA is committed to being part of the solution around plastic waste. We launched the #BijakBerplastik (being wise about plastic) Movement in 2018 and realised we could help to tackle the issue. To help the Indonesian government to reduce 70% of the waste going into the ocean by 2025, however, requires multiple stakeholder effort and collaboration. H&M shared the same vision, to be a leader in driving a more circular and renewable economy – and at the same time doing real action to stop plastic waste to reach the ocean. With the bottle2fashion project, we’re showing a more sustainable future is possible, not only from bottle to bottle but bottle to fashion, to be part of the solution,”

Jeffri Ricardo, Packaging Circularity Senior Manager at Danone AQUA.

Modern, cosy and roomy hoodies, trousers, joggers, t-shirts, long-sleeve tops and socks form the kidswear collection for 9- to 14-year-olds and include sports-inspired details, ombre, colour-blocking, marble and tie-dye prints. With a colour palette of lavender, pale yellow, black, grey and lime green, the feel is energetic yet harmonious.

“We love how this kids collection gives a second life to plastic waste. Using recycled polyester from the bottle2fashion project means we’re helping to clean up the Indonesian islands and reusing resources we already have. We took that innovative spirit and created a bold, future-led vibe for the different pieces. And most importantly, we get to continue providing our young heroes around the world with sustainable fashion,”

Sofia Löfstedt, Head of Kidswear Design at H&M.

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

All the polyester used in this collection is recycled and comes from the bottle2fashion project, which also supports the Indonesian government’s initiative against marine pollution while contributing to their Sustainable Development Goals. PET bottles are collected from across the islands of Indonesia, then sorted and cleaned before being shredded into flakes to make recycled polyester fibres.

“We play a huge part, and we want to lead the change towards a more sustainable fashion future. We can and we have to create these collaborations to accelerate the transformation that is crucial for our industry – together with other brands, our suppliers and our customers. I’m proud of the way we collaborate with others to set new industry standards and enable innovative solutions — it’s so inspiring how sustainability topics can open doors and motivate people to team up and be creative in very untraditional ways,”

Karin Brinck, Sustainability Manager H&M Kidswear.

“Danone AQUA is committed to being part of the solution around plastic waste. We launched the #BijakBerplastik (being wise about plastic) Movement in 2018 and realised we could help to tackle the issue. To help the Indonesian government to reduce 70% of the waste going into the ocean by 2025, however, requires multiple stakeholder effort and collaboration. H&M shared the same vision, to be a leader in driving a more circular and renewable economy – and at the same time doing real action to stop plastic waste to reach the ocean. With the bottle2fashion project, we’re showing a more sustainable future is possible, not only from bottle to bottle but bottle to fashion, to be part of the solution,”

Jeffri Ricardo, Packaging Circularity Senior Manager at Danone AQUA.

Modern, cosy and roomy hoodies, trousers, joggers, t-shirts, long-sleeve tops and socks form the kidswear collection for 9- to 14-year-olds and include sports-inspired details, ombre, colour-blocking, marble and tie-dye prints. With a colour palette of lavender, pale yellow, black, grey and lime green, the feel is energetic yet harmonious.

“We love how this kids collection gives a second life to plastic waste. Using recycled polyester from the bottle2fashion project means we’re helping to clean up the Indonesian islands and reusing resources we already have. We took that innovative spirit and created a bold, future-led vibe for the different pieces. And most importantly, we get to continue providing our young heroes around the world with sustainable fashion,”

Sofia Löfstedt, Head of Kidswear Design at H&M.

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

The collection includes tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks. Even fun, flippant accessories and key pieces like the pile vest and the puffer jacket. The colour palette is light purple, off-white, soft beige and solid black. The vast majority of the collection is made using more sustainable materials.

The Smiley® is a symbol of positivity that has influenced people around the world for almost 50 years, and a cult-status symbol within music, dance and art. This collection is an exciting and playful mix of the of the ’90s – a decidedly retro vibe – with a hyper-modern touch. The Smiley® x H&M collection is launched November 30 in selected stores and at hm.com.

The Innovation Circular Design Story is the latest addition to H&M’s Innovation Stories, a ground-breaking new sustainability initiative that focuses on forward-thinking design and innovative materials. The collection is for those who love to experiment and express themselves, and this jubilant ethos is also reflected in the campaign; shot by the pioneering photographer Rafael Pavarotti and titled “Just before the party starts”. The theme captures the sensation of getting ready, and the optimism and individuality of those who love fashion, glamming up, choosing looks, posing in front of the mirror, dancing, and being free. The collection was created by the H&M design team together with the stylist Ib Kamara, who contributed as Creative Advisor and styled the campaign. Both Kamara and Pavarotti were given creative agency to bring their dynamic, colourful vision to life. The campaign will be unveiled on 16 November, ahead of the collection’s release in selected stores and online from 9 December 2021.

“I was proud to work with H&M on a collection that is so committed to circularity and positive change, while also embracing style, bold colour, great fit. It’s a really multifaceted, rich collection, and it captures a special feeling for me; the excitement and anticipation of getting ready, of choosing a look and making oneself into a star.”

Ib Kamara, Stylist and Creative Advisor

Instagram posts by Normani, Gigi and Kaia amongst others offer a unique preview of the collection celebrations. Follow on Instagram to see each create their own unique look from the collection, whether a pink strappy sequin dress, made of recycled polyester, or cutting-edge tailoring, crafted from fibres made from waste materials.

“Fashion has the power to transform, to enliven, to empower. This collection is a tribute to this, and to the special excitement that comes when you’re getting ready to go out, just before the party, styling yourself, ready to head into the night with friends, full of joy and enthusiasm.”

Ella Soccorsi, Concept Designer at H&M

The collection has been designed using a design tool called the Circulator which allows the H&M design team to consider all stages of the garment creation process, from expected lifetime to materials and design strategies. The Circulator is being developed by H&M Group in order to support the company in its efforts to become more circular, and to reach their goal of becoming climate positive by 2040. The aim is that all H&M products will be designed using the tool by 2025.

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. The first, “Science Story”, championed cutting-edge sustainable materials. The second, “Colour Story”, prioritised more sustainable methods of working with colour. The third, “Co-Exist Story”, centered on animal-friendly fashion and alternatives to animal-based textiles and was launched in November 2021. The fourth and latest, “Circular Design Story” focuses on more circular design strategies and fabrics and will launch from 9 December.

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

Eleven pieces from the ‘Co-Exist Story’ collection have been recreated in virtual form and will be showcased in the in-game fashion show. The key pieces include a one-size-up puffer jacket, a neon-green furry chain-link scarf, an orange mini dress with cut-out details, a leather-look sleeveless blazer, and a slogan sweatshirt. The virtual pieces will be presented at H&M’s showroom on Looop Island, accessible via a Dream code, where the catwalk show will also take place. Gamers will be able to download the virtual clothing designs at the Able Sisters Shop.

The remodelled Looop Island will reflect the vegan values of the ‘Co-Exist Story’ collection, reconfigured as an animal sanctuary within Animal Crossing, with a ban on fishing and hunting, a new wildflower meadow, as well as vegan food on offer at the island restaurant. While all the villagers in Animal Crossing are animals, Looop Island will be exclusively inhabited by animals that were not harmed in the making of the ‘Co-Exist Story’ collection, such as geese, ducks and cows, mirroring the vegan principles of the project.

“At H&M, we are always pioneering new ways to engage our customers and fans with our ambitious sustainability initiatives. Hosting our first fashion show in Animal Crossing to showcase our vegan ‘Co-Exist Story’ collection is the logical next step to our Looop Island concept, which was conceived to encourage our customers to reuse, remake and recycle unwanted garments,”

Pascal Brun, Global Sustainability Manager at H&M.

About H&M and Animal Crossing

H&M debuted Looop Island in Nintendo’s popular game Animal Crossing: New Horizons in April 2021. Characterised by a sustainable theme, Looop Island is named after H&M’s garment recycling machine, which takes old clothes and recycles them into new ones.

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