H&M has collaborated with photographer, creative director and iconic supermodel Helena Christensen on a small yet considered capsule collection. Centered around expressive photographs of flowers by Christensen featured on a range of t-shirts, sweatshirts and hoodies, the collection mixes Copenhagen chic with a ’90s edge. Known for her discerning eye and empowering imagery, she also shot the campaign images.
RELATED: Read our Interview With Helena Christensen
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One of the original supermodels from the 1990s, Helena Christensen is seen on the cover of countless magazines and walked the shows for many top brands. Born in Copenhagen, she is now best known as a fashion and art photographer, her work featured in many art and design magazines, and exhibited in galleries across the world.
It’s been a very cool experience collaborating with H&M as I not only have been able to see my photographs come to life on items of clothing but also got to look at them through my lens as I shot the campaign images. I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine. – Helena Christensen
Helena Christensen x H&M collection has an effortless yet edgy vibe, featuring t-shirts, sweatshirts and hoodies. Designed by a H&M in-house team, the silhouettes include curved hems on the loose t-shirts, a cropped length on the sweatshirt and an oversized look for the hoodies. The colour palette of white, black and grey marl provides a clean background for Christensen’s photographs of various flowers.
We’re happy to be collaborating with Helena Christensen. From her work behind and in front of the camera to magazines or fragrances, plus her charitable work, she’s a true icon. And her beautiful photographs of flowers for this collaboration look amazing on the 90s streetwear-inspired designs – it’s laidback with an edge. – Maria Östblom, Head of womenswear design at H&M
The Helena Christensen x H&M collection will be available in stores worldwide, as well as on hm.com, from January 30.
