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Helena Christensen x H&M

“I wanted to capture tomorrow's generation by encouraging it to be itself and making it shine”

By acrimonia

Sometimes they come back... Helena Christensen, supermodel, creative and artist, photographs the 90s flavored H&M garments available from January 30th in stores all over the world and on hm.com.

Designed by the internal team of the Swedish company, the capsule collection includes oversized t-shirts with rounded edges, sweatshirts with and without hood.

Behind the spotlight, in a Copenhagen studio, Helena gave her interpretation of the spring capsule. For this collaboration, the former supermodel created a series of pictures of flowers which were then printed on the t-shirts and sweatshirts made by the creative team H&M.

It was a fantastic experience to collaborate with H&M. Not only did I get to see my photographs come to life on clothing, but I got to look at them through the lens as I took pictures of the campaign”, says Helena Christensen.

Maria Östblom, Head of Womenswear Design at H&M declares: We are happy to collaborate with Helena. From her work behind and in front of the camera for magazines or perfumes, to her charity work, she is a true icon. And her beautiful photographs of flowers for this collaboration are surprising on the streetwear-inspired garments of the 90s”.

Photo via H&M