H&M’s tribute to Marimekko
It’s all about the energy of summer. This season H&M brings a burst of life to the fashion scene with its tribute to Marimekko, the Finnish textile company that has thrilled since the 50s with its bold, bright colour. Using prints from the famous Marimekko archive to create 70 pieces for men, women and children, the H&M design team will take you all the way from the city street to the heat of the beach. The collection will be sold in H&M’s stores on all 28 markets from April 10, 2008. Selected parts of the collection will also be sold at 10 Corso Como Milan and 10 Corso Como Seoul, and at Dover Street Market in London.
Marimekko is well known for vibrant bold simple prints. It was fashion icon Jackie Kennedy that put Marimekko on the international map when she wore their dresses during her husband’s 1960 presidential campaign. Since then, Marimekko has always symbolised optimism and positivity, which makes it a perfect match for H&M.
”H&M’s design team has always admired Marimekko’s vivid prints and colours, and they feel so right for this season,” says H&M’s Head of Design Ann-Sofie Johansson. “We came up with the idea of creating a summer collection built around the fun and joyful attitude of Marimekko’s vintage prints.”
Dipping into the massive 60s archive, the H&M design team have taken these fun retro prints and given them a very modern twist. Pinafores, smocks and shorts are the must-have women’s styles that sing out with holiday spirit. Certain designed pieces have been given extra detail for example three buttons on a cotton/silk mix apron dress. When it comes to the beach, the Tribute to Marimekko has both 50s-style one-piece swimsuits and bikinis, as well as sun-hats and versatile scarves that can be wrapped high on the head, or easily gathered into a sarong.
For men, the striking Marimekko stripes are used on what will become the favourite T-shirt of the season. There are also short-sleeve shirts and shorts in more intense prints. For children there are bright fun matching prints on apron dresses, sun-hats, skirted swimsuits and even a patterned teddy bear!
INSPIRATION: The brilliant optimism of the Marimekko archive
COLOURS: Perfect combinations of red and pink; olive and orange; red and turquoise; red, white and black
MATERIALS: Cotton, jersey, cotton/silk mix
PRICES:
Women
3-button apron dress €39.90
Tunic top €14.90
Sun-hat €14.90
Scarf €19.90
One-piece swimsuit €29.90
Men
Stripe t-shirt €19.90
Short sleeve shirt €24.90
Bermuda shorts €29.90
Children
Set – tunic, tights and hat €19.90
Skirted swimsuit €12.90
Teddy bear €9.90
For more information please contact H&M’s press service:
e-mail: mediarelations@hm.com
telephone: +46 8 796 53 00