Behind H&M collaboration with Helena Christensen

The 90s, with their fashion vibes and icons have become a staple in global collaborations, and one of the most attentive user of collaborations platform, H&M, is turning a former supermodel into a photography artist for a collection of iconic t-shirst and sweartshirts.

Helena Christensen is one of the original supermodels from the 1990s, seen on the covers of countless magazines and a fashion favourite on the catwalks; but she is also a renowned fashion and art photographer. For this collaboration, Helena Christensen created a series of photographs of flowers, which are printed on a range of t-shirts, sweatshirts and hoodies.

Designed with H&M in-house team, the Helena Christensen x H&M collection has an effortless yet edgy vibe, with colour palette of white, black and grey marl provideing a clean background for Christensen’s photographs.

“I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine,” says Helena Christensen.
The Helena Christensen x H&M collection is available in selected stores worldwide, as well as on hm.com, from 30 January.

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About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.