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Angela Mckay’s lush and thoughtful illustrations feature on jackets, dresses, skirts, jumpsuits, hoodies, tops, leggings and shorts. Swimwear, undergarments and pyjamas, plus shoes, scarves, socks and hats, round out the collection. With a colour palette that includes a range of striking pinks, sage, sunny yellow, verdant greens, ocean blue and black, the collection is like a love letter to the great outdoors. It’s also takes H&M one step closer to their goal of using 100% organic, recycled or other sustainably sourced materials by 2030.

“I’m constantly fascinated by the natural world, but also overseas travel adventures, folk tales and even old mystery novels. I believe the handmade quality of my illustrations really shines through in this H&M collaboration, though I will just be thrilled if by wearing any of the pieces, the kids sense the fun and break into a smile,”

says Angela Mckay, illustrator and founder of Ohkii Studio.

“Angela Mckay’s illustrations are really eye-catching and expressive — for our H&M collaboration, I think kids will be really drawn to the garden and rainforest settings, right down to the fun and quirky details. We’re also very happy to continue supporting the journey of independent print designers from around the world and that this is H&M Kids’ most sustainable print collaboration yet, which shows H&M’s increasing efforts overall around sustainability,”

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

H &M has long been dedicated to making positive change and to drive progress within sustainable fashion. The latest initiative, Innovation Stories, sees H&M push further for positive transformation with a directional concept that showcases innovation, sustainable fabrications and design.

The first collection to launch under the collective is Science Story, which pays tribute to the brilliant minds behind fabrications of the future. With it, we introduce new materials such as EVO by Fulgar®, a bio-based yarn derived from castor oil, and Desserto, which is a plant-based alternative to leather, produced from cactus plants. Key womenswear pieces include the wide-leg bright white jeans with removable double waistband, the lightly-cropped chalk-white shirt with oversized breast-pocket and the cuffed tracksuit. Energetic and bold accessories are the edgy antidote to the collection’s clean and classic clothing; the chunky necklace with orange swirls and rhinestone detailing, coordinating statement loop rhinestone earrings, high-heeled green strap sandals and recycled plastic blue sunglasses with a double-lens frame.

“Innovation Stories is a platform that pushes our experimentation to the next level. The initiative encourages our work with scientists and developers and puts a spotlight on our progressive ideas. Science Story is a homage to the years of research and experiments behind these incredible materials”,

Ella Soccorsi, Concept Designer at H&M.

“Our new concept continues H&M’s journey towards a sustainable and circular fashion system. Innovation Stories allows us to develop and grow, all while creating desirable and long-lasting pieces that we hope our customers will love and be proud of”,

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

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

“I hope that the items in this collection will be worn and treasured for years to come. They were all informed by ideas and inspirations that have shaped me and my brand over the last 10 years, and I am so excited to see them worn out-and-about and interpreted and styled in new ways.”

Simone Rocha

“Simone has such a unique and special aesthetic. Season on season, she defines her identity. This feels like the perfect collection for this moment; a dynamic proposition from a female designer with such a clear sense of who she is, and what she wants to say. It is a joyful collection, that will hopefully enliven spirits and inspire.”

Ann-Sofie Johansson, H&M

This is a full wardrobe, for the family; the first time Rocha has offered menswear and childrenswear, alongside her signature womenswear. For women, there are tulle dresses in pinks, tartan and classic black. There is a special fil coupe floral dress, with full puff sleeves, and day dresses in organic cotton with broderie anglaise detailing. For outerwear, there are classic trenches, and, as is signature in Rocha’s collection, a special pink coat, here in sparkling tweed. Apron tops and dresses in tulle can be layered over other items; from slim dresses, to check trousers and short cloque dresses. There are cosy bubble knits, and wool cardigans with pearl decorations around the neck. Everywhere, there are classic Rocha elements; special tinsels, sparkling embellishments, floral motifs, frills and spherical cut-outs and full skirts blooming from neat waists. This is a rounded collection; for every day, there are spongy hoodies and joggers, and jersey t-shirts embellished with pearls. The majority of the women`s collection will be available in sizes EU 34 to 44/46.

For Rocha’s menswear debut, there are riffs on her classics; a reworked trench, with pearl embellishments on the collar, a rounded summer parka, Aran knits and cardigans, classic wool suiting and a vibrant checked blazer with matching drawstring trousers. There are shirting, hoodies and t-shirts in colour pallets of white, pink and black as well as some printed with photographs by Jacob Lillis, a long-term collaborator of Rocha’s. The majority of the men`s collection will be available in sizes EU 46 to 52/54.

Rocha has long played with scale and silhouette; and Rochas’ first ever childrenswear collection includes miniaturised versions of some of her classics, including smocks and frill dresses. There are Aran knit jumpers, cosy cardigans with pearl shaped-buttons, soft joggers and sweatshirts, and a button-through puffer, in pink floral, crafted from recycled polyester. The tartan that runs through the collection reappears on tiny dungarees. The childrenswear collection will be available in sizes 98/104,110/116 and 122/128.

For accessories, there are twists on Rocha’s footwear staples; brogues with pearl-shaped embellishments, alongside feather decorated ballerinas and slides. There are numerous sparkling choices for adorning hair and ears; beaded-bow earrings and matching tiaras, earrings decorated with real glass bead flowers and hairslides, and sets of oversized bow hairclips. Also available are neoprene totes with bow details on the straps and various coordinating socks to match the collection.

The Simone Rocha x H&M lookbook features dynamic new faces alongside models who have become a part of Rocha’s community, appearing regularly in her catwalk shows; Jess Maybury, Bimpe, Jan Baiboon, Tess McMillan, Aramish Mangi, Jeremiah Berko Fordjour and Jethro Sapon. They were photographed in London by Ben Toms, with styling by Robbie Spencer, another long-term collaborator of Rocha’s, who works with her each season on her catwalk shows. The styling nods to the adored layered nature of Rocha’s shows, and highlights the myriad ways that garments in the collection can be mixed and matched together. Make-up was provided by Thomas De Kluyver and hair was styled by Cyndia Harvey.

The Simone Rocha x H&M collection launches 11 March and will be available at hm.com and in selected stores on March 11.

“We’re thrilled to take the next step with Blank Staples, introducing three brand new styles to the original core range. I’m also very happy that we’ve been able to incorporate more organic and recycled cottons into the collection, making it not only long lasting but more sustainable. And we have some exciting collabs coming out this season, too,”

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

The highly considered capsule features sweatshirts, hoodies, joggers and tees cut from heavyweight cotton fabrics with a dry hand feel. The second drop also includes French Terry shorts in 100% organic cotton as well as the first ever Blank Staples accessories: dad caps and ribbed sports socks. Silhouettes are relaxed and oversized, and each style comes in a modern colour palette of tobacco, off white and black, with the seasonal addition of steel grey and lilac.

The collection’s pared-back aesthetics makes it a perfect canvas. Not only for the wearer’s personal style and creativity, but for collaborations with global creatives who will make their own mark on the premium basics. H&M plans to release the first limited edition collab in the spring of 2021, showcasing the full potential of the Blank Staples concept.

The second drop of Blank Staples will arrive at hm.com and in selected stores worldwide on 11 Feburary.

Infused with the timeless appeal of enchanted explorers and daring dreamers, the collection offers strong sartorial hits with versatile modern casuals. Crafted, in the majority, from sustainably-sourced materials, this collection’s key pieces consist of the jacquard knitted sweater; the crushed velvet fringed black sweeping dress and the over-the-knee black boots in VEGEA leather. An electric colour palette of coral-orange and neon yellow, inspired by treasure and aquatic creatures, is balanced by neutral tones of beige and black.

H&M Studio pieces are designed to be cherished forever and so, for the first time, H&M Studio will be inviting customers to discover treasured pieces from past collections. An exclusive selection of archive pieces will be available to buy in two H&M stores globally: Berlin’s Mitte and Stockholm’s Sergels Torg stores.

H&M will also partner with Sellpy, a digital platform for selling second-hand fashion. Through a dedicated destination site at Sellpy, customers in Sweden, The Netherlands, Austria and Germany can shop archive H&M Studio pieces from previous collections, hand picked by Ann-Sofie Johannsson, Creative Advisor – H&M, for the launch of Studio SS21. H&M Group is the majority shareholder at Sellpy. Across H&M’s social media channels, customers are also invited to revisit their favorite pieces from previous Studio collections or style their new-found SS21 treasure with a previous Studio look.

‘The SS21 collection muse finds adventure and fantasy in the everyday. The collection is a concise edit of optimistic looks to feel comfortable and confident in. Versatile silhouettes go hand in hand with strong tailoring to create playful pieces for our customers to treasure forever.’

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

‘We wanted to capture the attitude of a confident and self-expressive explorer, so there are lots of bold pieces with under-the-sea references. The fringed skirt feels almost octopus-like, whereas the cropped painted leather jacket is a modern take on a maritime classic. Similarly, we added elements, such as tendril-like curls and irregular buttons, so that pieces feel as if pulled-from-the-ocean.’

Angelica Grimborg, Concept Designer at H&M Studio

About the Studio SS21 campaign
The SS21 campaign mirrors this enigmatic energy with a film that sees ten talents embody self-love, power and individuality as they traverse both real and fantasy worlds.

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

For more information about Studio S/S 21 please visit the dedicated microssite

“Fashion is like activism, and our clothes can spread a positive message to others. I am happy to collaborate with H&M on this collection entirely made from sustainably sourced materials, and to push for a better future for fashion and the planet,”

says Héctor Bellerín.

“Héctor Bellerín is a leader of the generation that’s redefining men’s style and advocating for positive change. Everyone at H&M is so happy to collaborate with Héctor to create Edition by Héctor Bellerín, a true sustainable collection for men,”

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

Edition by Héctor Bellerín is a collection that has sustainability and style at its core. The collection is entirely made from more sustainable materials, in line with both Bellerín’s environmental values and H&M’s own transparent commitment to change. In the collection, cotton is organic, or recycled from textile production waste; nylons and polyesters are recycled, while viscose fibres are from sustainable sources. Where possible, Bellerín was keen for pieces to be made from single materials, to make them easier to recycle.

Alongside sustainability, Bellerín has been deeply involved in the design process at every stage. His signature is felt throughout the collection, from the authenticity of oversized streetwear and utilitarian pieces to the sharp new update of timeless men’s staples. The muted earth tones reflect the effortlessness of Bellerín’s own personal style, while playful graphics show how Bellerín can communicate serious issues with positivity.

With each piece, Edition by Héctor Bellerín proves the season’s key pieces can be made with sustainability. A lightweight grey field parka is cut oversize with drop shoulders, a concealed hood, tab fastening at the collar and drawstrings at the waist and hem. A boxy-cut beige blazer is entirely unstructured, matched with wide cropped pants. A cotton poplin striped shirt has a roomy cut and exaggerated functional pockets, while zip-off cargo pants can be quickly transformed from pants to shorts.

Resort shirts and relaxed pants have an ease ready for the new season, as do knitted shirts and Tees, all with a roomy silhouette. Hoodies, sweatshirts and Tees are printed with positive slogans such as “Live With Purpose” and “To Protect Our Future Together”, alongside a graphic of a planet Earth in action. The collection is completed by a check shopper printed with the graphics, plus a check cap and bucket hat.

Héctor Bellerín is a Spanish international footballer and the vice-captain of Arsenal FC. Off the pitch, Bellerín is admired worldwide for his forward-thinking personal style, and is a passionate advocate for veganism, sustainability and social responsibility.

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

The Yrsa Daley-Ward & H&M collection is invitingly mindful and reassuring. Quotes taken from Daley-Ward’s longer poems, such as ‘If you have to fold to fit in, it ain’t right’ or ‘There will always be your heart’, are printed on selected pieces to encourage confidence and promise. Key pieces include the longline bermuda shorts with co-ord slogan sweatshirt, the oversized t-shirts and seamless crop-tops, and the drop-shoulder hoodie, all made with more sustainably-sourced fabrics such as organic cotton and recycled polyamide.

”We were so inspired by Yrsa Daley-Ward’s strong and powerful poems, which so beautifully address self-worth and self-empowerment. H&M shares these ideals and it was a priviledge to work together on a collection that champions such positive values.”

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

Silhouettes are purposefully wide or form-fitting, embracing the wearer in both comfort and style. Soft tones of dove grey and light beige permeate the collection for a calming, encouraging feel, with beautiful sage greens adding warmth. Daley-Ward herself will be the main character of the collection’s campaign, spreading hope and female-empowerment through a series of films which each portray her striking quotes.

”It has been wonderful working with H&M on this sustainably-sourced collection. My hope is that this collection comforts, empowers and moves those who wear it, that they wear the words close to their hearts. We need to be empowered to have the strength and confidence to move through the world and to achieve our dreams. You are your life’s work.”

Yrsa Daley-Ward, writer, performer and storyteller.

“It’s been a difficult time for a lot of us and we wanted to give a sense of self-love and self-care back to our customers with this collection. We are delighted with these contemporary pieces and their undoubted positivity, we hope and believe our customers feel the same.”

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

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

This transparency is matched by the positivity of the fashion, with oversized and cocooning silhouettes as well as workwear shapes that draw on Lee’s esteemed heritage. Lee x H&M features collections for women, men and kids, and will be available on hm.com, as well as selected H&M stores, from 28th January.

“We just loved working with Lee to push for change. A change for more sustainable and circular denim garments. We looked at every detail and challenged each other in a positive way. It’s also amazing to work with Lee’s iconic designs and give them a bit of our flavor, for H&M denim lovers around the world,”

says Jon Loman, designer at H&M.

“Lee is proud to be collaborating with H&M to continue our efforts to make better denim. Our brand was founded more than 130 years ago with innovation in mind, and today we are happy to be joining with H&M to advance denim into a more sustainable future,”

says Chris Waldeck, EVP Global Brand President, Lee®

Lee x H&M is an ambitious collaboration that has sustainability central to its design. The brands took a holistic approach, looking at every stage of denim production. Fabric is crucial, such as H&M’s first 100% recycled cotton jeans, made from 80% post-industrial waste and 20% post-consumer waste. There’s also denim that’s cotton-free, made instead from renewable man-made fibres, as well water-saving dyes and lower impact denim washes that are 3rd party verified for their lower water usage, chemical, and energy consumption.

For the women’s collection, wide and loose jeans have a 90s throwback feel, while Lee’s classic Rider jacket is recut with an oversized cocoon shape. Denim corsets add a feminine edge, while dungarees and overshirts bring the functional workwear vibe, alongside Texloop™ RCOT™ Recycled Cotton jersey pieces for the full Lee x H&M look.

For the men’s collection, workwear jackets are a wardrobe essential with Lee’s true authenticity of design. Relaxed fit five pocket jeans are cut from 100% recycled cotton, while relaxed carpenter jeans are made with water-saving dyes and 100% Tencel™ Lyocell cellulosic sewing threads. There are workwear dungarees, denim bucket hats and tote bags, as well as heavyweight jersey pieces to complete the more sustainable collection.

For more images please visit H&M Image Gallery

To learn more about the Lee x H&M collaboration please visit H&M magazine

Rocha is the first Irish designer to undertake such a collaboration with H&M. This collection, like all her work, celebrates her personal inter-ethnic heritage and the myriad inspirations which have defined the growth of her label, from the traditions and crafts of Hong Kong through to the greats of art history.

The Simone Rocha x H&M collection considers the many silhouettes, fabrications, embellishments shapes and influences that have defined the Simone Rocha world, offering new twists on signatures and paying homage to key collections that have defined the Simone Rocha brand story. We see glimmers of Tudor courtiers, of wild florals, of portraits and photographs, of dolls and playthings. There is tartan, beading, florals, pinks, reds, and bespoke fabrications, developed in house, especially for this collaboration. In forming this collection, Rocha spent time reflecting on her brand’s archive, combing her past collections and carefully reworking favourites into dynamic new propositions that feel right for today.

The collection, which will be launched on March 11, 2021, also celebrates a decade of the Simone Rocha label – a great achievement for an independent London-based brand. Rocha’s label is acclaimed for the strength of its vision – and a consistency that runs throughout each new garment, allowing wearers of the brand to mix and match pieces across seasons. This collection is informed with a similar desire to create hard-working pieces to be loved, cherished and worn again and again. It is an invitation into the Simone Rocha world, extended to all.

“I am so thrilled to be working with H&M on this very special collection. It truly is a celebration of the signatures of my brand, and the influences that have shaped me. As a designer, and as a customer, I’ve been such a fan of the H&M collaboration concept. Margiela, Alber Elbaz, Comme des Garcons – it’s such an amazing list of alumni to be a part of.”

Simone Rocha.

“Simone Rocha has been on the H&M wish-list for some time. This collaboration offers a new audience the chance to own a very special piece of design history. All of us at H&M have been so inspired to work with a female designer who spends so much time thinking about contemporary femininity, and womanhood, and who is so committed to excellence in craft and design, from the process of developing special fabrications, to pushing silhouettes, shapes and embellishments. Every garment within this collection is unique, special and the result of years of work and meticulous research.”

Ann-Sofie Johansson, H&M.

For more information and background around the collaboration featuring Simone Rocha and H&M, including additional imagery, please source H&M Magazine.