(IN BRIEF) H&M has collaborated with Dutch 3D artist Eva Cremers to create a fashion-forward spring collection for kids that encourages self-expression. The collection features charming motifs with digital aesthetics and includes a range of spring items from printed garments to solid accents. The selection for older kids has a quirky mix of Y2K and 90s fashion with a futuristic twist, while the younger kids’ line features soft tailoring, loose silhouettes, and big party dresses with new cut lines and lustrous qualities. The collection also offers edgy accessories such as 3D shoulder bags, keyrings, bracelets, and trucker caps. The baby line includes woven dresses, jersey sets, and more, all adorned in bright bouncy colors and characters.
(PRESS RELEASE) STOCKHOLM, 16-Mar-2023 — /EuropaWire/ — H&M (STO: HM-B), a Swedish multinational clothing-retail company, has unveiled its latest spring collection for kids, designed in collaboration with Dutch 3D artist Eva Cremers. The collection will be available for sale from March 16, 2023, and features cheerful, fun, and cheeky artwork that encourages self-expression in kids. The collection incorporates charming motifs with digital aesthetics, inspired by the metaverse, allowing kids to find fashion styles that make them happy while expressing their personalities.
The unique collection comprises bubbly and glossy characters and includes a wide range of spring items, from full-on printed garments to solid accents. The selection for older kids is a quirky mix of Y2K and 90s fashion with a futuristic twist, while the younger kids’ line features soft tailoring, loose silhouettes, and big party dresses with new cut lines and lustrous qualities, paired with sporty elements.
“The collection is a ray of sunshine that is sure to brighten the day for our young customers. It sets an ambience for creativity and freedom to explore styles and looks imaginable to them. Together with Eva Cremers’ ingenious illustrations the collection perfectly captures the essence of the young in today’s digital age.” – says Sofia Löfstedt, Head of Design and Creative H&M Kids.
The collection also offers edgy accessories such as fun 3D shoulder bags, keyrings, bracelets, and funky trucker caps to add a little flair to the outfits. The baby line is equally impressive, adorned in bright bouncy colors and characters, perfect for little ones’ discoveries. The line includes woven dresses, jersey sets, jersey dresses, and more. The fun and creative mix of the collection embodies non-stop fun on a bright spring day.
“It is incredible to see my digitally crafted work printed on physical garments in this collaboration with H&M. The aim has truly been to create a feast for the eye, with amazingly printed bright colors and fun accessories. So much of what we wear today is about self-expression, so with this collection, it´s amazing that kids across the world will be able to express their true selves. I can’t wait to see how kids will style and mix the different pieces and bring this collection to life.” -Says Eva Cremers.
The collection launches at www.hm.com and in all stores on the 16th of March 2023, while the babyline will only be available online.
For more information and background around the campaign, including additional imagery and products, please source H&M Magazine.
For a full range of products and more information around the activity, please source the main Eva Cremers x H&M Campaign.
Phone: +46 8 796 53 00
SOURCE: H & M Hennes & Mauritz AB