H&M collaborates with Helena Christensen
H&M has collaborated with Helena Christensen, one of the original supermodels and a photographer, on a collection of t-shirts, sweats and hoodies featuring her pictures.
Christensen all shot all the campaign imagery for the collection, which will be available in stores worldwide and online from 30 January.
For the collection Christensen, who is both a fashion and art photographer, created a series of photographs of flowers which have been applied to the garments, which come in a colour palette of white, black and grey marl to provide a clean backdrop for the imagery.
Design touches on the clothing include curved hems on the loose t-shirts, a cropped length on the sweatshirt and an oversized look for the hoodies to give an edgy, 90s vibe – a reference to the era during which Christensen broke onto the world stage as one of the first supermodels.
“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,” said Christensen.
The campaign features Danish actress and model Klara Kristin, Swedish model Oumie Jammeh, American artist and model Janiece Dilone and Helena Christensen’s niece Sarah-Sofie Sonne. "I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine," Christensen said of the campaign.
“We’re happy to be collaborating with Helena Christensen. From her work behind and in front of the camera to magazines or fragrances, plus her charitable work, she’s a true icon. And her beautiful photographs of flowers for this collaboration look amazing on the ’90s streetwear-inspired designs – it’s laidback with an edge,” said Maria Östblom, Head of Womenswear Design at H&M.
Earlier this week H&M revealed its next major fashion designer collaboration would be with the Indian couturier Sabyasachi, who has been dubbed the "Chanel of India".