“Our goal was to democratize fashion, sharing sophisticated and original designs with a global audience," said Ann-Sofie Johansson, H&M's Creative Advisor. "This collection reflects our ethos: quality and creativity for everyone.” Partnering with Sellpy, an online pre-owned marketplace, and select vintage boutiques, H&M will release these iconic pieces through limited drops in select stores and online, giving a new generation access to classic designs.
The collection is introduced with a bold lookbook campaign that reimagines these timeless pieces through fresh styling. Showcasing the art of mixing designs from different eras, the campaign highlights the allure of curated, pre-loved fashion. Portraits from the series celebrate individual expression and creativity, making each piece a testament to the joy of collecting and wearing vintage designer pieces.
With this initiative, H&M reinforces its commitment to sustainability, advocating for the enduring value of exceptional design while celebrating its rich history of collaborations.