The newest line was created in collaboration with the British all-female surf collective Women + Waves.
In history H&M There have already been many interesting and original collaborations. This one is perhaps the most unusual. It is important to note that when creating the collection, the company paid a lot of attention not only to the variety of models and their appearance, but also to environmental issues.
Women + Waves is a small, all-female surf collective based in Cornwall, UK, founded by Rachel Murphy in 2017. What started out as a random meeting for a joint and active pastime, eventually turned into a close-knit team. And this is not just a group that comes together solely for the sake of surfing itself. The team puts a lot of effort into solving issues related to the preservation of the environment.
“When we first met Women + Waves, we were blown away by the strength and authenticity of this all-female surf collective. It is unique, positive and inspiring, which is why we are very excited about this new collaboration,” says Maria Ostblom, Head of Womenswear at H&M.
The new collection is attractive and practical. Created in close collaboration between Women + Waves surfers and H&M designers, it guarantees a comfortable experience while practicing the flamboyant sport of surfing. The presented collection includes a range of items - swimwear, t-shirts, accessories, bags and even caps with the band's logo - created using natural as well as recycled materials. The pieces are finished in a muted palette of soft greens, yellows and blacks with contrasting zippers.