H&M COLLABORATES WITH LIYA KEBEDE’S LEMLEM FOR A JOYFUL, LAIDBACK WOMEN’S COLLECTION

I have over 10 years of experience in the retail…
Known for a chic yet effortless aesthetic, easy-to-wear designs and artisanal details, there’s also a modern elegance that radiates from lemlem and Kebede herself. For this collaboration, traditional handwoven materials often found in lemlem’s pieces are translated into cover-ups, sundresses, tops, shorts, trousers, swimwear, jewellery and accessories.
Crafted from more sustainable materials including organic linen, recycled polyester and Tencel™ Lyocell, each piece is about being joyful — it’s sunny, light and breezy. lemlem’s signature stripes and colour-blocking sit alongside the key elements of fluidity and soft textures.
The colour palette includes shades of blue, white, bright orange, soft pink, neons and a hint of pale yellow. There’s also a timeless feel overall in the collection, with the idea that pieces can be passed down from generation to generation.
“I love that H&M has always been at the forefront of doing really cool collaborations. So for lemlem, it’s really exciting to be part of that group of collaborating brands. It’s also a first for us to add jewellery as part of this collection and create a whole lemlem look. My creative direction included the campaign, too, which was so much fun and special because I got to shoot with my daughter”
Liya Kebede, founder and creative director of lemlem.

“With lemlem, you can’t help but notice its ease and elegance, which Liya Kebede obviously and beautifully embodies, too. It was wonderful to have Liya’s creative input at every step in this collaboration. We were also really happy to include more sustainable materials throughout the collection and just can’t wait to launch it around the world,”
Maria Östblom, Head of Design at H&M.
SOURCE: H&M
I have over 10 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.
You must be logged in to post a comment.