Press release

H&M creates a skate-and-surf inspired summer collection with a campaign that celebrates empowerment

3 May, 2021 09:00 CEST

Fronted by members from Black Girls Skate: a non-profit organization devoted to creating equity, visibility and safety for all skaters who identify as women and/or non-binary, black, African or of colour, H&M has created a collection influenced by the lifestyle of skaters and surfers. The campaign celebrates freedom, empowerment and togetherness by lifting members of Black Girls Skate and giving them a place to share their individual stories in an editorial of H&M Magazine.

Being inspired by the two at-leisure cultures, the clash of pavements and waves results in a collection of vibrant pieces featuring both basics and swimwear, all partly made from more sustainable materials. Towelling sets and cropped T-shirts and shorts co-ords are key items for this drop, including one of this summer’s most trending statement pieces: Bermuda shorts. The colours cerulean blue, pink and hints of lime are effortlessly merged together in tie-dyes patterns and cool prints.

The collection will launch at 12 May and in H&M stores 13 May.

Local launch dates may vary.