New and elevated: Edition by__
H&M proudly presents a new elevated and forward-thinking Edition by collection to celebrate the power of personal style, set to launch March 10. This premium fashion drop of sturdy and loose-fitted statement pieces is created with quality and longevity in mind. It features utilitarian pieces with a strong gorpcore feel.
The campaign is a celebration of individuality and the power of personal expression, featuring a street cast shot by photographer Matt Jones in the vibrant streets of New Orleans.
"This collection combines elements of workwear, outdoor, gorpcore and street style, focusing on both aesthetics and functionality. It's gracefully curated and presented in sets for a modular, transeasonal and versatile look," says Andreas Halldén, Menswear Design at H&M. He continuous, "This high fashion collection is created to wear with confidence."
A red thread throughout the collection is the high-quality fabrics, such as Italian MANTECO®, organic and recycled cotton and other more sustainable materials. The colour palette is earthy with innovative plant dyes from pomegranate, walnut, and olive leaves, using a dyeing technique that requires less water.
One collection highlight is the orange cagoule jacket. A fiery piece made of ECONYL®, 100% recycled from waste such as fishing nets and industrial plastic, that would otherwise pollute the Earth.
This high fashion collection continues in line with H&M’s ongoing mission towards a more circular future. Most of the collection features mono-material compositions that can easily be recycled into new garments at the end of their life span.
“The starting point for each Edition by collection is to challenge and innovate within our sustainability work. One of the keys this season was to include natural and plant-based dyeing techniques. Classic menswear pieces, the great outdoors and utility references are combined to create a modern look that we are very proud of,” says Ross Lydon, Head of Menswear Design at H&M.