Fashion media update – spring fashion 2010 exclusives at H&M

This spring, H&M will work with its youngest ever collaborator to create some truly original T-shirts by interacting with H&M customers around the world. André Lorens Stock is an 18 year old from Sweden who is behind the hyped T-shirt label Black Book. André started the label after he printed a T-shirt he’d bought at H&M with his own design. Now, H&M is celebrating his entrepreneurial spirit with an exciting collaboration through H&M.com. André will choose and then customize his favourite prints that are sent in from customers to hm.com from January, with the resulting T-shirts appearing in-store from April.

André started designing T-shirts just one year ago. “I’d finished High School,” he says, “and couldn’t even get a job as a waiter. I’d made a T-shirt for myself, and people started coming up to me in the street asking me where I’d bought it, and so I started thinking about it as a business idea.” The T-shirts have been so successful that André soon opened his first Black Book web-shop, and has just finished his first ever factory-made collection.

When André got in touch with H&M, he had no idea he’d get such a positive response. But H&M’s creative advisor, Margareta van den Bosch, thought he’d make the perfect collaborator. And to encourage even more entrepreneurial spirit, fans of H&M can get involved, too! “My collection for H&M will be based on the pictures from people around the world,” says André. “From January, people will be able to read about my story on hm.com, and then upload their pictures, from which I’ll pick my favourites.” André will make designs from the images sent in, creating ten T-shirts for girls and seven for boys. The collection will then go on sale at the Divided department of H&M from April. “Hopefully I can inspire people all around the world to think outside the box to achieve their goals,” says André. 

Trends update: Spring’s newest looks, and what still works!

It’s not just a new year, it’s a new decade, and at H&M the trends are fresher than ever, thinks head of design Ann-Sofie Johansson. These are her top three picks!

 – GARDEN ROMANTIC STYLES: great floral prints and patterns to team with khaki classics and fresh whites.

– SPRING’S GLOBAL FASHION TRAVELLER: a mix of ethnic inspiration to wear with denim and utility pieces.

– AMERICAN CLASSICS: jeans, college preppy pieces and pretty prom dresses are all spring must haves. 

What makes these trends even more exciting is that they fit so well in an already existing wardrobe. "Fashion is all about longevity these days,” says Ann-Sofie. “Personal style is always up to date, the secret is how you match your favourite staple pieces with seasonal news, sportswear, vintage finds or maybe just something out of your party wardrobe for everyday glamour.”

For Ann-Sofie, there are certain much-loved pieces which can still be trusted as a fashion staple in 2010. “The boyfriend look from last season is just as hot for spring,” says Ann-Sofie. “Update boyfriend jeans or a boyfriend blazer with a slim or wide belt for a new look. When temperatures rise you can wear your winter tunics as short dresses. Fashion is less seasonal these days too, so most pieces work all year around. It’s just a matter of how you wear them!"

Ann-Sofie Johansson’s favorites

“H&M is full of great ideas for the new season,” says Head of Design Ann-Sofie Johansson. "For spring I always want something new made of denim, and I especially like the new dungarees that are really comfy to wear.” With the seasons changing, some of the best ideas for right now are easily adaptable. “The soft and stylish T-shirt dresses are great wardrobe staples that can be worn as a tunic or a dress,” says Ann-Sofie. “For smarter occasions the sharp bustier dress with a double breasted little jacket over is perfect.” As spring starts up, it’s the extras that will really complete an outfit. “A knitted poncho makes me feel warm and very up to date,” says Ann-Sofie, “and accessories I can’t be without this spring are a big necklace, lots of bangles and a wide belt." 

First look at menswear for spring 2010 

The first days of spring are full of fresh new looks for men at H&M, says Head of Design Ann-Sofie Johansson. “There are some real goodies in the men’s department,” she says. “I love the super-soft cognac-coloured leather lumber jacket, which works just as well for me as it does for my boyfriend.” Indeed it’s a sharpened up casual look which is really coming to the fore this season. “The denim shirt is a must,” says Ann-Sofie, “and the one with studs is really cool for those who dare to wear it.” And, as the season blossoms, colour comes into play. “We all crave colour when spring comes,” she says. “The mini-printed verdigris pants look great with a fine-knit waterfall-collar cardigan. Dark blue lace-up shoes and a plaited belt complete the look!” 

The first ArtBy collection for children 

For the first time ever, H&M’s ArtBy project has collaborated with illustrators and artists for a special collection of children’s clothing. And, because the collection will be made in organic and recycled cotton, nature and the future of the planet made the perfect themes. For the girls’ clothing, Swedish illustrator Beata Boucht has created dreamlike fantasies of creatures and characters which will appear on T-shirts, jerseys, leggings and sweet ballerina pumps. “I want people to disappear into the sometimes surrealistic world that I create,” says Beata. “I like to surprise people, as well as myself.”

Meanwhile the boys’ illustrations have been done by the Swedish design duo VÅR, whose bold and cartoon-like images will appear on T-shirts, hoodies, sneakers and jersey beanies. “Our way of depicting society and what is going on around us is by creating worlds of our own,” says Karl Grandin, one half of VÅR with Björn Atldax. The result is something special: kids clothing with a conscience that is also fun to wear!

 Hiroki ArtBy- Divided for men 

The future comes to Divided for men this month with a special space-age collaboration with the Japanese illustrator Hiroki Tsukuda. Part of the ArtBy scheme, Hiroki’s futuristic landscapes and geometric patterns will be available in selected stores from late January on sweaters, T-shirts, hoodies and accessories like scarves, cube-shaped pendants and even pin badges. Hiroki has a special method to make his sci-fi images seem real. “First I scan my hand drawings,” he explains, “then I make a collage of them on my PC. Finally, I make hand-drawings based on that collage. It takes a little time, but I know my work gets better going between the real world and the PC world”. 

For more information please contact H&M’s press service:
E-mail: mediarelations@hm.com
Telephone: +46 8 796 53 00