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With pop colours and graphics reminiscent of the 1980s and 90s, the collection ultimately expresses beach life freedom and the spirit of creating change for the future. Vibrant and comfy t-shirts, tanks, shorts, dresses and swimwear, along with sandals, hats, jewellery, sunglasses and other small accessories, include fashion-forward details such as tie-dye, ombre palm prints, and surfwear touches. With black, peach, lilac, turquoise, lime green and white, the colour palette has a retro influence but updated for today. The entire collection is made from more sustainable materials, with BLOOM™ foam as the highlight alongside recycled cotton, organic cotton and recycled polyester.

“This summer is all about that surf vibe- colourful, spirited and spontaneous with the eye-catching tie-dye or palm prints. We’re also really excited that we have included BLOOM™ foam, which uses an innovative technology to not only create a more sustainable material, but also contribute to minimising pollution for a better future,”

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

For more information and background around the campaign, including additional imagery and products, please source the campaign site.

The collection captures an unapologetic feminine strength, focusing on bold, embracing strapped silhouettes that celebrate all bodies and forms. Classic bandeaus, curved briefs and feminine off-the-shoulder tops are made from pre-consumer recycled polyesters from textile waste and post-consumer recycled polyester from recycled bottles. As well as breaking ground in sustainable fabrications, these swimwear pieces will run up to sizes 50EU online and 46EU in-store. The Summer 2021 Swimwear Collection will available instore and online in most markets from the beginning of June.

“I’m particularly proud of the fabrics in this swimwear collection, it’s our most sustainable swimwear collection thus far, and all of the designs are made of at least 85% recycled polyester. We’re so pleased to offer inclusive sizing with this emboldening swimwear collection, too.”

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

The accompanying campaign film, captured in LA, stands for the women who face public opinions daily, with model Paloma Elsesser the star. Cancelling out the noise, Elsesser dives underwater, finding strength in the silence there, only to come back even stronger as her co-stars Nouri Hassan, Bintou Sillah, Yumi Nu​, Shawn Lakin, ​and Tani join. The compelling film is soundtracked by Depeche Mode´s iconic song ‘Enjoy The Silence’ in a new version performed by US singer Fousheé.

For more information and background around the campaign, including additional imagery and products, please source the campaign site.

“Football and fashion have never been so closely linked, and this collaboration with H&M is a chance to explore their relationship. I first started Lover’s FC as a lover of football shirts, and it’s amazing to share this passion with fans of football and fashion around the world,”

says Neal Heard, founder of Lover’s FC

“H&M’s collaboration with Lover’s FC brings authenticity and creativity to street style this season, capturing the passion and energy of the beautiful game. It’s about the colours, the graphics and the relaxed silhouette of 90s-style football jerseys, perfect to mix into your spring and summer wardrobe,”

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

Lover’s FC x H&M imagines the kit of dream football teams, drawing inspiration from the colours and graphics of key squads and footballing nations. Some pieces reference ‘90s vintage kits, while others offer fresh ideas for what a team’s kit could be, like a Breton stripe. There are seven different jerseys in the collection, two of which are long-sleeved, all of which play at the point where sportswear, streetwear and fashion meet.

Every detail counts on the 100% recycled polyester pieces, whether it’s the Lover’s FC logo on the chest, complete with its triangle and eye emblem, or Lover’s FC across the body, as if a team’s sponsor. There’s also an LFC crest standing for Lover’s FC, and each shirt has the number of a player who will resonate down the ages.

The collection is completed with a Lover’s FC team tracksuit, the zip-up jacket cut with wide raglan sleeves for that oversized ‘90s feeling. There’s also a reversible bucket hat, Lover’s FC white socks, and a supporter’s scarf with the slogan “Football without fans is nothing”. Every single piece is perfect to mix into a daily street style look, adding the authentic sportswear passion of Lover’s FC to the contemporary wardrobe.

Research reveals it only takes one second for potential employers to assess a candidate’s competence based on their appearance. But the ONE/SECOND/SUIT helps tackle this bias by making sure the potential inside isn’t overlooked because of what’s on the outside. By renting not buying, interviewing in the ONE/SECOND/SUIT is a conscious decision, too.

“Job interviews can be a nerve-wracking experience. But we believe nothing should hold you back. Least of all what you wear,”

Sara Spännar, Head of Marketing & Communications H&M.

“The ONE/SECOND/SUIT is ready-to-wear confidence. A signal to the world and a reminder to yourself that you’ve got what it takes.”

When we look good, we feel good. That’s why anyone with an upcoming job interview will be able to hire an H&M Man suit, completely free, for 24 hours. The ONE/SECOND/SUIT initiative launches in the UK April 15th and in US May 13th and will run in a test period of 3 moths. ONE/SECOND/SUIT launches with a stirring and evocative film by critically-acclaimed American director Mark Romanek. The film captures the nerves and self- doubt we all face on interview day. An emotional call from mum gives the diverse cast a much-needed pep talk and the confidence they need to seize this opportunity. Romanek is best known for his psychological feature film One Hour Photo, starring Robin Williams, and his adaptation of Kazuo Ishiguro’s acclaimed novel, Never Let Me Go. His iconic music videos have earned him over twenty MTV Video Music Awards and three Grammy awards – more than any other director.

Fronted by members from Black Girls Skate: a non-profit organization devoted to creating equity, visibility and safety for all skaters who identify as women and/or non-binary, black, African or of colour, H&M has created a collection influenced by the lifestyle of skaters and surfers. The campaign celebrates freedom, empowerment and togetherness by lifting members of Black Girls Skate and giving them a place to share their individual stories in an editorial of H&M Magazine.

Being inspired by the two at-leisure cultures, the clash of pavements and waves results in a collection of vibrant pieces featuring both basics and swimwear, all partly made from more sustainable materials. Towelling sets and cropped T-shirts and shorts co-ords are key items for this drop, including one of this summer’s most trending statement pieces: Bermuda shorts. The colours cerulean blue, pink and hints of lime are effortlessly merged together in tie-dyes patterns and cool prints.

The collection will launch at hm.com 12 May and in H&M stores 13 May.

Local launch dates may vary.

H&M kicks off a new worldwide initiative to identify and support young social, environmental, and civic role models.

Kids are more informed, engaged, and capable than ever before. There are countless examples of youth taking action to make our world a better place, filling a vacuum left by those who we’d normally look to: adults. At a time of social and environmental upheaval, leadership has never been more paramount. This fundamental need inspired the company to explore how it could play a part in supporting the role models who are right in front of us and are shaping our future.

Through the initiative, H&M will bring forward, champion and tell the stories of young changemakers from around the world. H&M wants to support, improve and contribute to a better future for children and parents alike. We believe that the world needs to embrace the optimistic, collaborative, free-thinking spirit of kids.

“As a company that stands for progress, we feel a certain responsibility to use our size to create change today and for the future. We’re ambitious in our goals to make our business more equitable and sustainable so the world is better for future generations. Part of that is making the decision to amplify the voices of role models who are making a difference today: kids.”

says Pascal Brun, Global Sustainability Manager H&M.

H&M worked with double Oscar-nominated director Bryan Buckley and crafted a short-film to make the world talk and rethink the role models we have been looking up to. The work highlights initiatives big and small that improve our world. The film’s purpose is to illustrate how young people view adults today, while evoking the central idea that the leadership and the urgency for change we need is within them.

In order to progress, H&M asks if we need to rethink our role models, and then also puts out the call for others to join the movement, lifting kids as the role models we all truly need — those we can learn something from. We want to encourage people to share their own role model story as inspiration to others and bring forward kids with the potential and purpose to make us grownups feel small. To join the movement, go to hm.com/kids and nominate a remarkable role model. Later this year, the brand will spotlight their efforts and create awareness for how the broader community can join in their work.

The company’s goal is to not only showcase the impact these kids are making, but also help support their causes using the proceeds from a new line of more sustainable clothing inspired by young role models, which is being developed by the H&M Kids design team.

“This is more than just identifying some great kids, it’s putting the power of our global infrastructure behind something we truly believe in,”

says Pascal Brun.

You can read more about the H&M Role Models initiative here and see the full film by Bryan Buckley here.

The Digital Platform will be live on hm.com from April 29.

”I am excited to finally share the news of my partnership with H&M as Global Sustainability Ambassador and cannot wait for you all to see what we have been working on. In this role, I will be working closely with experts within H&M to drive sustainability initiatives and shape the path towards an accessible and circular fashion future. The longterm goal is to use 100 percent recycled or other sustainably sourced materials for textiles across the full H&M Group brands by 2030. It’s time to take action and create more viable production circuits in fashion to protect our planet for the next generation”,

says Maisie Williams.

Introducing Maisie Williams digital twin

Throughout 2021, H&M and the actor and filmmaker, who’s also an active voice for female empowerment, environmentalism and diversity, will embark on several initiatives around circularity. An exciting piece of the partnership is the introduction of Maisie Williams digital twin -Avatar Maisie. The lifelike avatar was painstakingly created by 3D animators at Goodbye Kansas Studio and will make her debut in a launch film. Avatar Maisie and real-life Maisie will make several appearances throughout the year, engaging with H&M customers and inspiring action, sometimes together, other times on their own.

The first ever Animal Crossing: New Horizons clothing recycling station

The first joint action is the launch of H&M Looop Island in Nintendo’s hugely popular game Animal Crossing: New Horizons on 13 April. Named after H&M’s recently launched garment recycling machine, which takes old clothes and recycles them into new ones, H&M Looop Island has been completely designed with a sustainable theme. Players can explore the island and recycle their game outfits into new ones in the first ever Animal Crossing: New Horizons clothing recycling station the Looop machine.

“Being part of this initiative together with Maisie Williams to drive for change within the fashion industry by encouraging our customers and fans to reuse, remake and recycle unwanted garments, is something we at H&M are very ambitious about. The future of fashion needs to look different, and we want to be a part of this solution”

says Pascal Brun, Global Sustainability Manager H&M

Maisie Williams and H&M to meet with the gaming community

On 13 April, gamers from all over the world will be able to meet Maisie— herself an avid Animal Crossing player – at Looop Island, together with Pascal Brun, Global Sustainability Manager at H&M. Players visiting the island can learn more about recycling, interact with H&M and share their thoughts about circular fashion by leaving a note on the H&M Looop Island notice board.

For more information, please see hm.com

Known for a chic yet effortless aesthetic, easy-to-wear designs and artisanal details, there’s also a modern elegance that radiates from lemlem and Kebede herself. For this collaboration, traditional handwoven materials often found in lemlem’s pieces are translated into cover-ups, sundresses, tops, shorts, trousers, swimwear, jewellery and accessories. Crafted from more sustainable materials including organic linen, recycled polyester and Tencel™ Lyocell, each piece is about being joyful — it’s sunny, light and breezy. lemlem’s signature stripes and colour-blocking sit alongside the key elements of fluidity and soft textures. The colour palette includes shades of blue, white, bright orange, soft pink, neons and a hint of pale yellow. There’s also a timeless feel overall in the collection, with the idea that pieces can be passed down from generation to generation.

“I love that H&M has always been at the forefront of doing really cool collaborations. So for lemlem, it’s really exciting to be part of that group of collaborating brands. It’s also a first for us to add jewellery as part of this collection and create a whole lemlem look. My creative direction included the campaign, too, which was so much fun and special because I got to shoot with my daughter”

Liya Kebede, founder and creative director of lemlem.

“With lemlem, you can’t help but notice its ease and elegance, which Liya Kebede obviously and beautifully embodies, too. It was wonderful to have Liya’s creative input at every step in this collaboration. We were also really happy to include more sustainable materials throughout the collection and just can’t wait to launch it around the world,”

Maria Östblom, Head of Design at H&M.

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