H&M collaborates with Ruth Carter on a limited edition collection

H&M Collab

H&M is excited to announce its new collaboration with Oscar winning costume designer Ruth Carter. The limited-edition Ruth Carter x H&M collection launches 13 February 2020 on HM.com, and in select stores in the USA.

Known for her iconic work in Hollywood films such as Do The Right Thing, Malcolm X, Amistad, Selma, Black Panther, and Dolemite Is My Name, Carter is a preeminent voice on Afro-future, African American, and African aesthetics. The Ruth Carter x H&M collection aims to inspire pride, connection, and personal expression as it spreads a message of individuality, self-confidence, drive and determination with ’90s streetwear inspired silhouettes in the Liberation flag colors of red, black, and green.

Key pieces include oversized sweaters, sweatpants, t-shirts and bucket hats that sport encouraging motifs such as “Ruthless,” “Trust Your Voice, and “Truth.” Complete with eleven styles ranging from $12.99 to $39.99, the Ruth Carter x H&M collection motivates and encourages the style conscious to “trust your voice” and to live your “truth.”

Shot on a makeshift set of a retro brownstone in a city neighborhood, the Ruth Carter x H&M collection is celebrated with a campaign that takes the form of a modern-day podcast titled “And That’s The Truth, Ruth!” The podcast is hosted by Ruth Carter herself and popular comedian Jay Versace.

Ruth Carter, costume designer and collaborator with H&M, said: “This collection was created in that spirit and it serves to empower anyone with an inner creative who is passionate about nurturing their voice and determined to share their story – their art.”

“It is to inspire a new generation, who need to project a personal expression of inclusion and who want to do it authentically in a way that vibes with their creative self, so I want to encourage them to ‘Trust Their Voice’.”

The limited edition collection comes as H&M shifts its focus towards collaborations with existing designers and brands, creating capsule collections aimed towards a variety of consumers. The brand has recently announced collaborations with Sabyasachi and Helena Christensen.