May 26, 2021
H&M is accelerating its launch activity now that many societies are opening up again and
has unveiled a collab with LA-based womenswear label Brock Collection, as well as a new skate and surf offer.
The Brock link-up features “romantic yet sophisticated womenswear” with “approachable opulence mixed with streetwise ease and a nod to past decades”.
That means “country florals, tie-up shoulder straps and corset-like details” to “emphasise the craftsmanship, while the feminine silhouettes and contrast with denim pieces are flattering and exude a city edge”.
There are dresses, separates, denim and accessories made from “more sustainable materials” such as organic linen and cotton, recycled cotton and polyester and Tencel Lyocell. They’ll launch on June 1 in selected H&M stores worldwide as well as online at hm.com.
Meanwhile, the skate and surf-inspired summer collection launches on Thursday and comes with a campaign fronted by members of Black Girls Skate. This is a non-profit group “devoted to creating equity, visibility and safety for all skaters who identify as women and/or non-binary, black, African or of colour”.
The collection is influenced by the lifestyle of skaters and surfers and the campaign “celebrates freedom, empowerment, and togetherness by lifting members of Black Girls Skate and giving them a place to share their individual stories”.
The retailer said the “clash of pavements and waves results in a collection of vibrant pieces” That includes both basics and swimwear, also made from more sustainable materials.
Towelling sets, cropped T-shirts, shorts and co-ords are key items for this drop, “including one of this summer’s most trending statement pieces: Bermuda shorts”.
Colours include cerulean blue, pink and hints of lime merged in tie-dyes and other prints.