To celebrate this new collection, H&M has teamed up with Normani, Gigi Hadid and Kaia Gerber amongst others, to embrace the excitement and anticipation of party-prep and dressing up.
The collection is for those who love to experiment and express themselves, and this jubilant ethos is also reflected in the campaign; shot by the pioneering photographer Rafael Pavarotti and titled “Just before the party starts”.
The collection was created by the H&M design team together with the stylist Ib Kamara, who contributed as Creative Advisor and styled the campaign.
Instagram posts by Normani, Gigi and Kaia amongst others offer a unique preview of the collection celebrations. Follow on Instagram to see each create their own unique look from the collection, whether a pink strappy sequin dress, made of recycled polyester, or cutting-edge tailoring, crafted from fibres made from waste materials.
The Circulator is being developed by H&M Group in order to support the company in its efforts to become more circular, and to reach their goal of becoming climate positive by 2040. The aim is that all H&M products will be designed using the tool by 2025.
“Fashion has the power to transform, to enliven, to empower. This collection is a tribute to this, and to the special excitement that comes when you’re getting ready to go out, just before the party, styling yourself, ready to head into the night with friends, full of joy and enthusiasm.” - Ella Soccorsi, Concept Designer at H&M