Archives: Newsrooms

LAUNCH FRIDAY APRIL 16, 2021: DIANE VON FURSTENBERG X H&M HOME

The Diane von Furstenberg x H&M HOME collaboration encourages the world to express themselves in their space and take charge of their interiors. Key pieces include wool double-sided blankets that drape over the bed or sofa, decorative printed boxes to store your glamorous treasures, lacquer-like trays and a range of scented candles housed in printed glass to place elegantly around the house. Von Furstenberg’s favorite scent – amber – is featured in each of the large candles in the collection, while the four smaller ones are unique interpretations of cedarwood, sandalwood, amber and pine, personally chosen by Diane herself. Sets of espresso cups and saucers sit beautifully in the kitchen, while the orange rounded vases look stunning in any room, especially when filled with fresh spring flowers. In a luxurious robe featuring the famed ‘Diane’ print, stroll past the posters with inspirational quotes from von Furstenberg herself.

“The prints in the H&M HOME collaboration are very iconic. The ‘Diane’ print I created 20 years ago when I started the company, while the lips print comes from the painting Andy Warhol did of me. Personally, I love animal prints – zebra is very DVF – and also vibrant orange and pinks, but monochrome black and white is very chic, too. The whole collection is fabulous, and I can’t wait to share it with everyone,”

says Diane von Furstenberg.

The accompanying campaign was shot in von Furstenberg’s vibrant home and styled by the designer herself, an authentic expression of personal style. The Diane von Furstenberg x H&M HOME collection will be available in selected stores and online at hm.com from Friday, April 16.

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

Learn more about Diane’s favorites interior pieces:
https://youtu.be/TppUUfe9aTA

H&M’S NEWBORN AND BABY RANGES ARE HERE — FOR EVERY STEP OF YOUR PARENTING JOURNEY

The newborn range includes bodysuits, leggings, rompers, overalls, dresses, hats, socks and blankets in white shades, melange greys, beige, dusky pinks, soft blues and browns, sage green and warm yellow tones. Prints feature stripes, dots, leopard spots, animal and rainbow graphics, florals and palm trees. All the cotton in the newborn- and baby ranges is organic, recycled or more sustainably sourced with the majority of our newborn garments made from organic cotton that has been certified by the Organic Content Standard or the Global Organic Textile Standard. H&M will also start using re-usable baby hangers across our stores globally in the summer. This change will reduce emissions and the use of fossil-based plastic.

Design-wise, babies have special considerations when it comes to comfort and ease of wear, so bodysuits are made without side seams wherever possible, have a wrap opening, and the perfect nappy fit with soft elastic around the leg. The newborn leggings are made without side seams wherever possible and there’s soft elastic at the back of the stretchy feet to accommodate all sizes. For older babies, soft seams and elasticated waistbands allow quick dressing and let the baby crawl, walk or play with ease. “Room to grow” design details for newborns include an additional row of press buttons, stretchy feet, double-folded arms, double-folded waistbands and double-folded legs — so that the garment can be made longer in all directions.

‘There are so many moments for parents to cherish, and we hope that these collections can at least take the guesswork out of dressing their little one. We also realise that babies outgrow their clothes quickly, so we have been keen to take more steps towards achieving a prolonged use. Along with the ‘room to grow’ details that prolong length of wear, we also encourage parents to pass on the outgrown pieces to siblings or other parents — or even join a swap shop! — or they can always bring the clothes to our in-store Garment Collecting boxes for recycling.’

Sofia Löfstedt, H&M’s Head of Kidswear Design

For more images please visit H&M Image Gallary

A DECLARATION OF ARTISANSHIP – H&M’S LATEST COLLECTION FEATURES DREAMY AND EFFORTLESS DRESSES AND SETS IN HANDPAINTED FLORAL PRINTS

The floral prints have been created by H&M’s in-house print designers, who also star in the accompanying campaign – Abigail Morris, Kavita Ravaliya, Holly Watts and Florentin Bodet. The quartet wandered through luscious meadows, picking their favourite wildflowers and then went about translating them into repeat floral prints, painting the flowers in their truest form: windswept, scattered and untamed. The results are perfect summer dresses capturing the intricacies of nature, but also conveying its feeling of positivity and openness.

Each piece in the capsule collection has an alluring blend of feminine and contemporary elements and an exclusive floral print. Also taking inspiration from the shapes and silhouettes of flowers, maxi-dresses feature smocking, petal-like wraparound details and balloon sleeves. Sleeveless dresses showcase delicate ruffles or spaghetti straps, while sweet tube tops and skirts have easy-to-wear elasticated waistbands, carefree like a beautiful spring day. Other design details include keyhole cut-outs, thigh-high slits and statement sleeves, all with a modern edge. The overall colour palette consists of vintage off-white, pale mint green and pale yellow. Key accessories include a straw hat and a scarf in the same floral print as the playsuit in the collection.

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

MAKE A CONFIDENT SPRING STATEMENT WITH H&M

The collection offers a fresh and fashionable selection of flowing kaftans, fluid dresses and layered sets, having taken the confident, contemporary woman to heart. Rich fabrics and metallics, together with sheer full-length silhouettes, create easy ways to express oneself through personal style. Parts of the collection are made using more sustainable materials, such as more sustainable viscose (Ecovero™ Viscose and Tencel™ Lyocell), recycled polyester and organic cotton.

Drop one, arriving 1st April 2021, combines painted pastels combinations in green, yellow, and lemon together with tones of pink and turquoise and a touch of sparkle in gold lurex for a celebratory modest look. Botanical watercolor-esque impressions give way to abstract blurriness on loose, soft and comfortable shapes, which can be styled and layered for unique self-expression. Details like hoods, drawstrings and pockets add a modern dimension to soft feminine shapes.

The second half of the collection, released on 29th April 2021, confirms the spirit of celebration, switching up colours to a vigorous palette of brights. Orange, green and clean blues are highlighted with pea green and metallic gold, while new florals and abstract blocks build a vision of modern empowerment for women everywhere. Ruffles at the sleeves and hems on the free-flowing shapes add a dose of drama for everyday glamour.

‘For this collection, we wanted to step towards making fashion more inclusive. By bringing this season’s colours and prints to loose and elegant silhouettes, we envisioned women all over the world being able to express themselves through personal style,’

said Ann-Sofie Johansson, Creative Advisor H&M.

Available online everywhere (except India), the collection will hit selected stores in two drops. Part one will arrive on 1st April 2021, and the second, on 29th April 2021.

H&M’S COLOUR STORY COLLECTION PUTS A CONTEMPORARY, SUSTAINABLE SPIN ON COLOUR DYEING TECHNIQUES

Edgy yet bohemian, the Colour Story collection spotlights the undiscovered beauty of more sustainably produced colours. Key pieces include the digitally printed spaghetti-strap-waisted cropped shirt and drawstring skirt, as well as the plant based dyed, languid, caped dress and poncho-style hoodie, comprised of more sustainably sourced fabrics. The chestnut top and trouser co-ord, coloured with We aRe SpinDye®, are stand-outs too. Silhouettes are both flowing and form-fitting, allowing the colours to wrap and envelop the wearer. Accessories add a light grungy feel to any look; the hooped earrings made from recycled glass, with no added colour pigments, and chunky-soled sandals made from Bloom™ (a flexible foam partly produced with algae biomass) in particular. A colour palette of warm oranges, indigos, sage greens and soft yellows permeate the collection and pull focus for organic, optimistic energy.

In keeping with our mission towards a circular fashion future, H&M will be offering a unique selection of pieces for customers to rent. Both Stockholm, Sweden and Mitte, Berlin will have a selected store with rent-able collections.

‘We’re continually aiming to create elevated pieces with ground-breakingly more sustainable materials and processes. With this collection, our forward-thinking designs work together with revolutionary dye processes to make a positive change – be that lower water consumption or reformed manufacturing. This collection has a charming free-spirit; our customers will no doubt love these contemporary pieces, but we hope they’re inspired by the empowering sustainable narrative too.’

Ann-Sofie Johansson, Creative Advisor at H&M

‘Working with such interesting innovators and their wonderful ideas has been an incredible journey. Colorifix, for example, is the first company to use a natural, biological process to produce and fix pigments onto textiles. They’re launching worldwide with this collection. We’re thrilled that despite its state-of-the-art manufacture, the collection feels effortlessly modern and fresh.’

Ella Soccorsi, Concept Designer at H&M

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

PRESENTING GOOD NEWS X H&M: A UNISEX COLLECTION WITH A SMALLER ENVIRONMENTAL FOOTPRINT

Good News is a footwear brand with a conscience, founded by Nia Jones and Ben Tattersall in London in 2016. In their previous roles in the fashion industry, the two friends had seen first-hand the amounts of waste the footwear industry can produce. Good News was their answer to these problems. The aim being to “bring the world a little bit of good news”; to create change but do it with smiles on their faces.
The duo has never looked back, continuously exploring new, innovative materials for their shoes.

Now Good News and H&M are joining forces on the release of a unisex trainer collection with a smaller environmental footprint. There are seven trainers and one pair of sliders in a vibrant seventies-inspired colour palette — each with their own sustainable elements, such as recycled rubber soles and recycled cotton, Vegea™ and Bananatex® uppers. There is also a kids’ collection featuring three of the trainer styles.
The Good News x H&M collection rethinks the design and production of trainers, furthering both companies’ aim of becoming circular in all their processes.

“Working with Good News gave us such good energy and positivity. Their creativity and drive for change inspired our team. We joined forces to become better together. The collection is a bright and colourful contrast to a grey and uncertain world. I love the colours and the innovative materials,”

says David Söderlund, designer at H&M.

“We are very proud to be collaborating with H&M, pushing one of the giants to look at every component of a shoe. It was important for us to make the collection as sustainable as possible while still looking fun and cool,”

says Nia Jones, co-founder of Good News.

“Hopefully we can inspire action and change for other brands. We all need to work alongside each other to help create a positive change. The world needs unity right now rather than competing against each other,”

says Ben Tattersall, co-founder of Good News.

The Good News x H&M unisex trainer collection will be available on hm.com and in selected H&M stores from 1* April. The kids’ collection will be available on hm.com from 1 April*.

*Other launch dates in the following markets:
Sweden, Norway & Finland 14 April
Denmark 14 April, online only
US & Canada 15 April
Turkey 22 April

H&M SPRING 2021 DRIVES INNOVATION IN SUSTAINABILITY FURTHER — WITH A FASHION-FORWARD SPORTY MINIMALIST 90S VIBE

The collection draws inspiration from the minimalist nonchalance of the 1990s and plays with volume and a touch of easy tailoring. Key pieces in the collection are easy-to-wear dresses, sleeveless tanks, single-breasted blazers, shorts with elasticated waistbands, denim trousers and a trenchcoat.

After making its debut in H&M Conscious Exclusive AW20, Agraloop™ Biofibre™ has now been scaled up to the main collections, another innovative example of how Conscious Exclusive is a proven incubator for new technologies and materials. Transforming food crop waste — in this case, oilseed hemp waste — into a natural fibre, Agraloop™ Biofibre™ can be found in several pieces, such as the sleeveless cropped hoodie and softly structured trenchcoat.

The rest of the collection features other more sustainable materials, some left undyed, encompassing organic cotton jersey, denim and poplin, and crisp organic linen reflecting H&M’s ambitious aim to only use 100% recycled or other sustainably sourced materials by 2030. Overall, the colour palette is pared back and neutral – beige, ecru, grey and black – enabling a multitude of personal styling combinations.

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

SIMONE ROCHA AND H&M CELEBRATE THEIR COLLABORATION WITH AN AR EXPERIENCE FEATURING HELENA BONHAM CARTER, KAIA GERBER, BARRY KEOGHAN, ROWAN BLANCHARD, PALOMA ELSESSER, OMARI DOUGLAS, KELSEY LU AND MANY OTHERS

The digital experience is activated via a beautiful, limited-edition book (a nod to Rocha’s history of publishing printed matter with artists and image-makers), created in collaboration with the celebrated British painter Faye Wei Wei, who also stars in the Simone Rocha x H&M campaign. Five intricate paintings by Wei Wei appear within the book and serve as pop-up backdrops for a cast of talented characters, who spring to life from the page, via QR codes, to model the Simone Rocha x H&M collection in AR.

The cast (here, each at 10.5cm tall) is diverse and majestic, and a reflection of the broad range of individuals who enjoy Rocha’s work. They are Helena Bonham Carter CBE, Barry Keoghan, Francesca Hayward, Kaia Gerber, Rowan Blanchard, Paloma Elsesser, Kelsey Lu, sisters Laila and Nadia Gohar, Omari Douglas, Djenaba, Jess Maybury, Nancy Andersen, Lily Ashley and Hugo Hamlet of Voo Le Voo, William De Val Darby, and Faye Wei Wei herself, who comes to life in miniature in front of her own paintings. Encompassing talented actors, dancers, models, and musicians, this wide array of individuals highlights the breadth of this collection; the first time Rocha has offered a full wardrobe for the family, including womenswear, menswear and childrenswear.

The book nods to Rocha’s signature skill for referencing art and painting with her work, and also the collection campaign’s broader themes of joy, optimism and congregation. This is a truly innovation celebration – a chance to mix with virtual guests and reflect on the beautiful garments and accessories within the collection, all from the safety of home.

“This year has required us all to think about things afresh and find new ways of working and congregating. I am thrilled to be able to celebrate my collaboration with H&M in such an innovative way, using the best AR technology to bring such an amazing cast of figures right into people’s homes. I always wanted this collection to conjure excitement for dressing up, and for meeting with family, friends and loved ones, and I hope this digital event speaks to that, providing a thought-provoking moment of art, beauty, celebration and happiness.”

Simone Rocha.

“This is one of the most innovative collection events we have ever created here at H&M. What a thrill to work on fashion’s first-ever pop-up book AR experience, and with such an incredible, and broad, range of talents. The collection truly comes to life with the help of AR, and it’s wonderful to see so many of Simone’s passions and inspirations – from art, to family, craft and music – come together in one incredible project. It’s a very new take on a fashion party or runway show!”

Ann-Sofie Johansson, H&M.

“I think that this AR experience really encapsulates Simone’s world – it feels playful, magical, and a little bit whimsical, as well. All these pearls everywhere – it feels like opening up a beautiful dressing up box, a special picture book, somewhere. It’s a really special way for her to share her universe with others.”

Omari Douglas.

“I love Simone’s work, so being involved in the AR experience is such a treat. I always feel really strong and powerful in her pieces, especially given how Simone renders femininity, there is so much strength and power in how she executes it. With the Simone Rocha x H&M collaboration, it is beautiful how she has carried through such exceptional design and elevated styles into a more accessible platform. Simone always follows through!”

Paloma Elsesser.

The Simone Rocha x H&M collection launches on hm.com on 11 March.

For a full range of products and more information around the activity, please source the main Simone Rocha Campaign Page.

EXCLUSIVELY REVEALED: THE SIMONE ROCHA X H&M CAMPAIGN, SHOT BY TYLER MITCHELL AND STARRING DAISY EDGAR-JONES, MICHEAL WARD, FRANCESCA HAYWARD, KELSEY LU AND ADWOA ABOAH

The talents featured in the campaign are dynamic individuals whose skills, outlook and unique beauty are admired by Rocha. Actors Daisy Edgar-Jones and Micheal Ward, both rising stars, appear alongside Royal Ballet Principal Dancer Francesca Hayward, the artist Faye Wei Wei, the captivating models Mouchette Bell and Aramish Mangi, and the pioneering musician Kelsey Lu – who also provides the beautiful soundtrack for the campaign film. Also featured are figures who are often present in Rocha’s world, whether in her shows or images, such as the model Tess McMillan and sisters, Adwoa Aboah and Kesewa Aboah, the former an activist and model, the latter an artist and model.

The campaign was shot at the historic Great Dixter house and gardens in Northiam, East Sussex, England and infers the stages of a meal and the rituals that come with sharing food and free time; the preparation and planning, the washing and table-laying, the presentation of fresh produce, the eventual relaxation.

The campaign was created with the help of a number of Rocha’s long-term collaborators; stylist Robbie Spencer, make-up artist Thomas De Kluyver and hair stylist Cyndia Harvey. The set design was created by David White and nods to the tactile installations that have become a signature within Rocha’s stores and images, and the sweeping panels of fabric that often appear within Mitchell’s images.

“I wanted the campaign to capture the spirit and community of the cast as well as the collection itself. Asking Tyler and all the inspiring individuals featured to explore the natural relationships between friends, nature, family, and femininity. Creating something natural, playful, and poetic set in the beautiful Great Dixter.”

Simone Rocha

“I think Simone Rocha is the perfect designer to offer this collection in this moment, and the individuals in this campaign really capture her open, vibrant vision of fashion and beauty. Simone understands the power of clothing for dreaming, but creates collections that feels very down-to-earth, very aware of the realities of people’s lives. I hope this collection and campaign will offer a moment’s escapism, but also conjure happy memories, and a sense of hope for when we can all be close again.”

Ann-Sofie Johansson, H&M

The Simone Rocha x H&M collection, featuring womenswear, menswear and childrenswear will be available at hm.com and in selected stores on 11 March.

H&M HOME: EASTER 2021

Share Easter treats across the table using our large serving plates, adorned in traditional designs or serve the children eggs and soldiers in our new tulip shaped egg cups finished in a glazed stoneware, both of which sure to become treasured Easter favourites that can easily be used all year round.

Layer jute table runners on organic cotton tablecloths to build texture and tactility around the table as you relax back on to a linen cushion cover trimmed with a frilled edge, stuffed with our recycled filling cushion inners.

Freshly bloomed Spring flowers can be picked from the garden and placed in our bottle green, vases made from recycled glass to add colour, aroma and to finish off the table perfectly – time to feast!

The Easter collection will be available in store and online from March 4.

For more information, please contact:
Morten Kondrup, H&M HOME Press & Communications
morten.kondrup@hm.com