Retailer H&M have just announced its first celebrity collaboration of 2020 is with none other than Helena Christensen, one of the most iconic supermodels from the '90s, a passionate photographer and global ambassador for the UNHCR. The collaborative collection is set to include a range of floral tees and hoodies inspired by the blossoming spring season.
The Swedish clothing giant is no stranger to collaborating with both burgeoning design talents and some of the biggest names in fashion, with an impressive repertoire that boasts the likes of Jonathan Adler, Erdem, Giambattista Valli and Kendall Jenner. Its latest designer collaboration is especially unique, as it brings Helena's photographic talents to the forefront of the collection.
Helena, along with the H&M design team, have collated a series of photographs of flowers to print on a range of T-shirts, sweatshirts and hoodies as part of the small yet beautiful capsule collection. The campaign has been shot entirely by Helena herself, with an exlcusive colour palette of white, black and grey marl to present a clean, minimal background for the former supermodel's photographs.
Speaking to H&M magazine, Helena said, "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."
She continued, "I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine."
The Helena Christensen x H&M capsule collection will be available in-store across all the brand's outlets worldwide, as well as online at hm.com, from January 31.
Images courtesy of H&M
