Swedish clothing giant H&M announced on Thursday, January 23 the launch of a collection of tees and hoodies in collaboration with a top model and photographer Helena Christensen. The designs will be available from January 30.
No stranger to collaborations with both young talents and the biggest names in fashion, the ready-to-wear brand has set itself apart in this new year by partnering with Helena Christensen. Although the top model has been a fashion icon since the '90s, it's her work as a photographer that is being brought to the fore.
In a few days, H&M will be unveiling the selection of tees, sweatshirts, and hoodies in organic cotton printed with the floral images shot by Helena Christensen. The collection was created with spring in mind by the H&M design team, and the campaign was photographed by the supermodel.
"It's been a very cool experience collaborating with H&M as I not only have been able to see my photographs come to life on items of clothing but also got to look at them through my lens as I shot the campaign images. I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine," stated Helena Christensen.
The x H&M collection is offered in neutral tones in order to emphasize the images. It will be available from January 30 in all the brand's stores and online at Hm.com.