Retailer teams with writer, performer and storyteller, Yrsa Daley-Ward for new loungewear collection.
H&M has revealed a new collection in collaboration with writer, performer and storyteller, Yrsa Daley-Ward, whose poetry is a comment on life, femininity and self-appreciation.
Using Yrsa’s quotes, H&M has created a selection of comfortable loungewear pieces, uniting the words with sustainably-sourced materials.
Quotes such as ‘If you have to fold to fit in, it ain’t right’ and ‘There will always be your heart’ have been printed on selected pieces with the aim of encouraging confidence and promise, said the retailer.
Key pieces include longline bermuda shorts with co-ord slogan sweatshirt, oversized t-shirts and seamless crop tops, plus a drop-shoulder hoodie, all made with sustainably-sourced fabrics such as organic cotton and recycled polyamide.
The full collection will launch worldwide in selected stores and at hm.com from February 11.
”We were so inspired by Yrsa Daley-Ward’s strong and powerful poems, which so beautifully address self-worth and self-empowerment,” commented Maria Östblom, head of design womenswear at H&M. “H&M shares these ideals and it was a privilege to work together on a collection that champions such positive values.
“It’s been a difficult time for a lot of us and we wanted to give a sense of self-love and self-care back to our customers with this collection.”
Yrsa added: “It has been wonderful working with H&M on this sustainably-sourced collection. My hope is that this collection comforts, empowers and moves those who wear it, that they wear the words close to their hearts.
“We need to be empowered to have the strength and confidence to move through the world and to achieve our dreams. You are your life’s work.”
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