Press release

A declaration of artisanship – H&M’s latest collection features dreamy and effortless dresses and sets in handpainted floral prints

For spring 2021, H&M celebrates the wonder of a flower-filled meadow, inspired by the wild beauty of nature but also the diversity and freedom it represents. The whole capsule collection is proudly built around artisanship with floral prints created by the H&M print design team. The collection also hints at a hope for the preservation of handicraft and desire for a more sustainable fashion future. The majority of the garments are made of 100% organic cotton or a mix of organic cotton and linen. Dresses and matching tops and skirts are dreamy and effortless, with expressive and feminine details plus contemporary voluminous cuts that give an edgy feel. Launching 8 April, the collection will be available in selected stores worldwide and online at hm.com.

30 Mar, 2021 09:00 CEST

The floral prints have been created by H&M’s in-house print designers, who also star in the accompanying campaign – Abigail Morris, Kavita Ravaliya, Holly Watts and Florentin Bodet. The quartet wandered through luscious meadows, picking their favourite wildflowers and then went about translating them into repeat floral prints, painting the flowers in their truest form: windswept, scattered and untamed. The results are perfect summer dresses capturing the intricacies of nature, but also conveying its feeling of positivity and openness.

Each piece in the capsule collection has an alluring blend of feminine and contemporary elements and an exclusive floral print. Also taking inspiration from the shapes and silhouettes of flowers, maxi-dresses feature smocking, petal-like wraparound details and balloon sleeves. Sleeveless dresses showcase delicate ruffles or spaghetti straps, while sweet tube tops and skirts have easy-to-wear elasticated waistbands, carefree like a beautiful spring day. Other design details include keyhole cut-outs, thigh-high slits and statement sleeves, all with a modern edge. The overall colour palette consists of vintage off-white, pale mint green and pale yellow. Key accessories include a straw hat and a scarf in the same floral print as the playsuit in the collection.

For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.

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