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There are nods to mountain-side life with puffer-jackets, protective boots and fair-isle prints while the apres-ski party scene comes through in party dresses, tailored trousers and beaded detailing. This is a collection to celebrate the season, to make memories in.

Key pieces include the black fair isle knit, the cable-knit dress and the deep-V sequinned dress. Pieces are designed to be dressed up or down; with floaty, long silhouettes, wide-leg tailored trousers, and fair-isle knits the versatile stand-out styles. Accessories include cross-body bags and statement bold sunglasses. Shoes are both practical and party-ready, with chunky lace-up boots and statement heels adaptable across the collection. The colours are generally muted and soft toned, namely silvery greys, blues and black, with bolts of cherry red adding vivacity to the overall feel. The collection is composed of more sustainably sourced materials; a measurable selection is produced entirely from recycled materials.

The womenswear and menswear collection are designed for a modern city-dweller who flits between late-night parties and early-morning hikes. The collection combines innovative animal-substitute fabrics and more sustainably sourced materials with a fashion-forward mentality. Extreme volumes, ’90s-inflected partywear and functional outerwear all feature, alongside pioneering innovations such as FLWRDWN™, an alternative to animal down made using wildflowers, and VEGEA™, a plant-based substitute for oil-based and animal-derived leathers.

Key pieces for women include an oversized cream faux fur coat in recycled polyester, and a one-shouldered knitted dress with a dramatic fringed hem in an ECONYL® blend. For men, a graffiti-print recycled nylon oversized anorak evidences a streetwear-led aesthetic. In accessories, heavy-duty rubber fisherman’s boots in Yulex® natural rubber take centre stage for women, with cosy FLWRDWN™ puffer shoes for men. The collection also includes vegan make-up – two lipsticks and an eyeliner pack – which, in a first for H&M, is certified by The Vegan Society.

For kids, one-size-up recycled nylon anoraks and FLWRDWN™ puffer jackets come in exuberant hues, while T-shirts and loungewear are enlivened with slogan patches that declare allegiance to the animal kingdom and support for PETA’s work.

“The ‘Co-Exist Story’ collection epitomises our ongoing commitment at H&M to exploring innovative alternatives to animal-derived fabrics while still offering our customers cutting-edge fashion. H&M and PETA have enjoyed a positive dialogue throughout the project, and we are proud to support the valuable work that PETA is doing every day,”

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

“Much of our work at PETA is accomplished by forming positive relationships with companies such as H&M as we strive to end the use of animal-derived materials. We’re thrilled to partner with H&M on a collection that features fabulous vegan designs that are kinder to the planet and to the animals who live on it,”

PETA Corporate Responsibility Manager Laura Shields.

“We designed this collection for modern urbanites, those who love the social hubs of city life but equally crave weekends spent wearing their waterproof rubber boots immersed in nature. We’re proud to be able to unite two passions: versatile, fashion-forward design with more sustainable PETA-approved alternatives to animal-derived materials,”

Malin Dubois, senior designer at H&M.

About the campaign
The ‘Co-Exist Story’ campaign was photographed by Johnny Dufort and styled by Alexandra Carl at the vegan-run Hillside Animal Sanctuary in Norfolk, one of the UK’s largest animal sanctuaries for rescued farm animals, with the approval of PETA.

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”, centres on animal-friendly fashion and alternatives to animal-based textiles and will launch in November 2021.

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

“I’m excited to collaborate with H&M on a collection that aligns my passions with purpose. Sustainability to me, means thinking about longevity for the benefit of those coming after us. This collaboration has already birthed opportunities for fresh dynamic creatives. Two birds with one stone,”

John Boyega.

“John Boyega is a brave leader of a generation that’s speaking up for change, believing there’s a better way to treat each other and the planet. H&M is proud to team up with John for Edition by John Boyega, a contemporary, more sustainable collection for men,”

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

Golden Globe winner John Boyega has earned recognition not only for his acting, but also for standing up for the changes he wants to see in the world. In June 2020, he seized the megaphone and gave a heartfelt speech at a Black Lives Matter protest in London. For Boyega, voicing your truth is one of the most powerful tools for driving empathy and change. Now he joins forces with H&M on the release of Edition by John Boyega, an uncompromising menswear collection that pushes for sustainability and celebrates the changemakers that tries to do good for the world.

Edition by John Boyega fuses effortless workwear pieces with floral prints and tie-dye patterns. The collection is made using more sustainable materials, in line with H&M’s commitment to move fashion into a more sustainable future. In the new menswear line, cotton is organic or recycled from textile-production waste or post-consumer waste; nylons and polyesters are recycled, while viscose fibres are from sustainable sources.

With each piece, Edition by John Boyega proves the season’s key pieces can be made in a more sustainable way. A chore jacket (Europe online exclusive) boasts a patchwork denim design constructed from collected denim garments, remade into a contemporary style. A striking checked coat, partly made from premium Italian recycled wool, is sure to make an unforgettable impression. A timeless organic cotton striped shirt has a roomy cut, while a zip-off puffer jacket (online exclusive worldwide), crafted from the innovative material Vegea™, can be quickly transformed from jacket to vest.

Shirts and trousers have a relaxed feel, ideal for the new season, as do a knitted green cardigan and a yellow rollneck, all with a roomy silhouette. A pink tie-dye sweatshirt and the T-shirts are emblazoned with the hopeful reminder “A better present leads to a better future”, alongside a graphic of planet Earth in action. The collection is completed by a tote bag with these graphics, plus a floral cap and pink tie-dye canvas trainers.

John Boyega is a British-Nigerian actor and producer, known for his role as Finn in the Star Wars sequel trilogy films and, most recently, for his Golden Globe winning performance in the film series Small Axe. Off screen, Boyega is admired worldwide for serving fashion-forward styles, and for being a passionate advocate for social justice.

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

This collaboration fires up the “No Fear” mentality for a progressive and inclusive generation of young women, with 23 garments including oversized T-shirts, crop tops, shirts, sweatshirts, hoodies, knitwear, varsity jackets, tracksuits and joggers, all with graphic logos or illustrations. Meanwhile, there are 11 accessories, including bags, beanies, trainers, scarves and stickers. The main colour palette is vibrant green, black and white, while the co-created pieces with The Skate Kitchen are in a colour palette of beige, khaki brown, green and washed black.

The Skate Kitchen comprises of Rachelle Vinberg, Ajani Russell, Ardelia “Dede” Lovelace, Moonbear, Brenn Lorenzo, and Jules Lorenzo. Together, they speak up for inclusion with the aim of a better and more equal world, and are fearless in the face of challenges, willing to try out new things and own it.

“Everyone is scared, but the No Fear mindset is to look fear in the eyes and go for it,”

says Rachelle Vinberg, member of The Skate Kitchen

“It feels amazing to re-launch No Fear with the collaboration with H&M and co-create some pieces with The Skate Kitchen. We’re especially proud to add our voice to the next generation, encouraging them to be themselves and fight for what they believe in with a ‘No Fear’ ethos backing them up,”

says Hamish Morjaria, Head of Brand Partnerships and Licensing at No Fear

“We’re thrilled to be collaborating with No Fear and partnering with The Skate Kitchen for this confident, empowering collection. The silhouettes balance oversized with tighter fits, all with a relaxed, unisex vibe, while the graphic logos and subtle varsity touches are key. We hope that young people around the world take the message of this collaboration to heart — write your own rules and don’t let fear stand in the way of your dreams,”

says Emily Björkeheim, H&M’s Head of Design Divided

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

Iris is a self-made businessperson, interior decorator, fashion designer and style icon, famous for her stand-out style, fierce individuality, bold fashion choices and creative designs. She represents the notion that style and inspiration can come from anywhere and anyone, regardless of the price.

H&M was drawn to work with Iris because of her eccentric style and influence with the fashion community. For 100 years, Iris has inspired people to create, celebrate and embrace their own personal style and continues to be a pioneer in the fashion industry. Her colorful outfits and bold accessories have been a point of fascination for decades – she embodies what it means to be a true, fearless style icon.

Inspired by Iris’ eye-catching style and unique flair, the Iris Apfel x H&M collection will include a stunning assortment designed for everyone. The collection includes clothing and accessories – all created embracing Iris’ bold sense of style and independence in mind.

Key pieces in the collection include colorful coordinating sets, floral suits, tiered ruffle dresses and bright printed dresses, featuring a mix of textures, interesting cuts and patterns. A jewelry and accessory line has also been designed to complement the wardrobe. Taking inspiration from Iris’s layered look and love of chunky statement pieces, the accessories pull from many themes including plants, animals, and treasures from another world.

All materials used in the collection are recycled, or sustainably sourced and each garment and accessory has been made with circularity in mind.

“I think H&M is fabulous and are absolute pioneers in their field – which I love! I love doing high style at affordable prices, which H&M has mastered!”

Iris Apfel

“Iris epitomizes personal style – a style that is both beautifully flamboyant and eclectic as well as being totally ageless. She shows what fashion is all about – a means to express yourself, who you are or want to be and having fun at the same time – a true inspirer!”

Ann-Sofie Johansson, Creative Advisor, H&M Womenswear

For more information about the Iris Apfel x H&M collaboration: click here

With a focus on patchwork details and 90s denim washes – vintage light blue, normcore mid-blues, dark vintage blues, vintage blacks and cool grey – the new collection is about highlighting the possibilities of recycled materials and providing denim lovers around the world even more choices in sustainability. Each of the garments are crafted from 100% recycled fabrics – pre-consumer recycled cotton from industrial waste cuttings and post-consumer recycled cotton from collected garments, some with recycled polyester, while the accessories are made entirely from fabrics that have been cut and re-used from production rejections. Reusing from both production waste and collected garments is a vital part of one of the biggest ambitions at H&M, which is to move to a circular production system.

*Launch date for northern hemisphere. Southern hemisphere launch will be early 2022.

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

This Autumn/Winter 2021 collection is practical yet fashion-forward. The foldable recycled polyamide waterproof anorak, for example, can transform into a handy bag, while the recycled polyester jumpsuit and turtleneck bibs can be layered with any piece. Other key pieces, including the black and orange stirrup leggings, the 100% recycled polyester padded vest and the oversized hooded pullover, epitomise contemporary but comfortable 90s street style. Knee-high boots, Chelsea boots with chunky soles and neutral-toned baseball caps continue the sophisticated great outdoors aesthetic. Shapes are adjustable, supportive and layer-able, with a modern twist in material and finish. The collection also includes coordinating dog accessories, quilted and knitted dog coats, and a quilted dog bag.

“I love the duality of this collection; we wanted to bring the practical elements of outdoor gear to our trend-focused customers. Even with the charming nostalgic references, there’s a feeling of bold, newness.”

– Maria Östblom, Head of Design for Womenswear at H&M.

Inspired by an agenda-setting muse that is fearless, brave, and unafraid to make a statement, the Autumn collection is full of regal style references, including a custom-designed “Queendom” print in a graffiti-style scrawl. A punchy colour palette of royal blue, power purple, and acidic shots of orange and green enliven pale grey, black and cream staples; and the collection is made with more sustainably sourced materials such as recycled polyester, organic cotton and recycled polyamide.

Volume is a recurring theme: a puffer jacket, puff-ball mini dress and a series of wide-legged trousers featuring clever cut-outs at the knees are all key pieces. Then there’s a modern variation on a three-piece, pinstriped suit: a shrunken jacket and bustier top that pairs with baggy trousers. Equally important are skin-tight bodysuits, leggings and mesh tops, some sprinkled with sequins and rhinestones, which switch up the silhouette and emphasise elevated comfort. Underwear sets with multi-straps and metal ring details are designed to be seen, pairing just as seamlessly with sweatshirts and T-shirts as with cropped knitwear.

“We were inspired by modern women who can command power in any situation, whether they’re wearing a pinstriped suit or lace underwear. We wanted to create versatile designs that you can style to suit your mood, but that always hit you in the solar plexus – these are statement-making designs for confident women,”

says Linda Wikell, Concept Designer for H&M Studio

As for accessories, more is more: a rubberised rhinestone collar necklace and waterfall-style choker come with hardware-store fastenings and contain recycled zinc and brass, blending glamour with grit. Similarly, stiletto-heeled boots with a chunky platform toe and heavy gum boots, both partly rendered in VEGEA™, a plant-based alternative to oil-based and animal-derived leathers made from discarded grape skins left over, bring attitude to after-dark outfits.

“It feels like the right time for a strong Studio collection designed to make you feel like a queen. Comfort is still key, but we’ve amped up the attitude with empowering pieces in ultra-comfortable fabrics to make you look and feel confident,”

says Ann-Sofie Johansson, Creative Advisor at H&M

The AW21 Studio collection launch will also coincide with a collaboration with Sellpy, the digital platform for pre-loved clothing which now operates in 24 European countries. A selection of H&M Studio pieces from the archive, handpicked by Ann-Sofie Johansson and the H&M design team, will be available at Sellpy from September 2.

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