DILLON DOT
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COLLABORATION

H&M X STOCKHOLM

 

MY TIME IN SWEDEN WITH H&M...

WHAT AN ABSOLUTE DREAM! I WAS LUCKY ENOUGH TO BE HOSTED IN SWEDEN BY GLOBAL FASHION POWERHOUSE H&M - WHAT WOULD BE ONE OF THE MOST DELIGHTFUL EXPERIENCES I HAVE HAD THUS FAR.

I SPENT JUST OVER A WEEK IN THE BEAUTIFUL CITY OF STOCKHOLM LEARNING ABOUT ARGUABLY THE LARGEST AND ONE OF THE MOST SUCCESSFUL BRANDS IN THE FASHION WORLD, H&M - FORMERLY KNOWN AS HENNES AND MAURITZ.

I WAS FLOWN OVER IN ANTICIPATION OF THEIR FIRST STORE OPENING HERE IN NEW ZEALAND. I WAS THERE TO LEARN MORE ABOUT THE BRAND AND TO EXPERIENCE IT FIRSTHAND.

ESTABLISHED IN 1947 H&M NOW HAS OVER 4000 IN 61 MARKETS AND EMPLOYS OVER 148,000 PEOPLE. HARD TO COMPREHEND (I KNOW), HOWEVER AFTER VISITING THEIR HEAD OFFICE RIGHT IN THE CENTRE OF STOCKHOLM, WHAT SEEMED TOTALLY UNBELIEVABLE BECAME MY REALITY. 

THE H&M HEAD OFFICE WAS AMAZING. THE ENVIRONMENT WAS CREATIVE, UPLIFTING AND OH SO INSPIRING. OUR TIME THERE WAS SPENT DIVIDED AMOUNG DEPARTMENTS - TALKING WITH THE HEAD OF MENSWEAR, THE HEAD OF SUSTAINABILITY, THE HR TEAM, VISITING THE H&M LIBRARY, WHITE ROOM, ATELIER AND COLOUR DEPARTMENT, BUYING DEPARTMENT, PHOTOGRAPHIC STUDIOS AND FINALLY CHATTING WITH THE KARL-JOHAN PERSSON THE CEO OF H&M.

MY TIME SPENT LEARNING ABOUT THE BRAND WAS INSPIRING AND REALLY OPENED MY EYES TO WHAT H&M WAS ABOUT.

THE WHITE ROOM HAD ME LOST FOR WORDS. A CORRIDOR LINED WITH WHITE ROOMS ON THE RIGHT HAND SIDE THAT WERE FILLED WITH VINTAGE ARCHIVE PIECES. VINTAGE CHANEL TWEED SUITS LINED THE WALLS, ACCOMPANIED BY THE LIKES OF VINTAGE DIOR AND EMILIO PUCCI - COMPLETE AND UTTER HEAVEN. I LEARNT THAT THERE IS AN ENTIRE TEAM DEDICATED TO SEARCHING FOR VINTAGE PIECES FROM WEEKLY FLEA MARKETS, VINTAGE STORES AND ONLINE - POSSIBLY THE MOST DREAMY JOB EVER? THESE PIECES ARE GATHERED FROM ALL OVER THE WORLD AND SENT TO THE ARCHIVE IN STOCKHOLM FROM WHICH INSPIRATION IS DRAWN FROM. THE DESIGN TEAMS PLACE GREAT VALUE IN GOING BACK AND LOOKING AT THE AUTHENTIC DETAIL OF ORIGINAL VINTAGE PIECES. THEY USE THE ARCHIVE FOR TREND PREDICTIONS, AS TRENDS COME AND GO IN WHAT I THINK OF AS A SORT OF CYCLE.  

H&M’S DESIGN TEAM IS INTERNATIONAL. WITH 150-200 IN-HOUSE DESIGNERS FROM AUSTRALIA, JAPAN, CHINA, THE US AND PARTS OF EUROPE THE TEAM IS DIVERSE AND HIGHLY SKILLED. CURRENTLY HEAVILY INFLUENCED BY STREET STYLE, H&M ARE DESIGNING FOR THE NOW, WITH NEW COLLECTIONS DROPPING INTO STORES EVERY WEEK - AND THAT IS WHY I AM LOVING SO MANY OF THEIR PIECES. 

THE H&M STUDIO COLLECTION IS A RANGE THAT REALLY CAUGHT MY EYE. SHOWN AT PARIS FASHION WEEK, COMPARED TO THE OTHER COLLECTIONS, STUDIO IS UPGRADED IN BOTH MATERIALS AND DETAILS AND HAS MORE OF AN EDGE. STUDIO IS HIGH FASHION. SO BEAUTIFULLY DESIGNED AND MADE

THE DESIGNER COLLABORATIONS ARE ANOTHER ASPECT OF THE FASHION POWERHOUSE I TOALLY ADMIRE AND ADORE. A CONCEPT ESTABLISHED IN 2004, H&M COLLABORATED FOR THE FIRST TIME WITH KARL LARGERFELD, AND HAVE GONE ON TO COLLABORATE WITH THE LIKES OF ALEXANDER WANG, STELLA MCCARTNEY, LANVIN, ROBERTO CAVALLI, BALMAIN AND THIS YEAR KENZO. THEIR DESIGNER COLLABORATIONS ARE HIGHLY SOUGHT AFTER - COLLECTIONS SELL OUT WITH IN A MATTER OF MINUTES.

WITH H&M OPENING IN NEW ZEALAND TODAY, I AM BEYOND DELIGHTED THAT IT HAS FINALLY ARRIVED. WE NOW HAVE ACCESS TO AFFORDABLE, ON-TREND AND QUALITY PRODUCTS. WELCOME TO NEW ZEALAND H&M - I AM OH SO PLEASED TO SEE YOU! 

 

 

WWW.HM.COM

 

 

WORDS, CREATIVE AND (SOME) IMAGES BY JAIME RIDGE