H&M announced a new streetwear collaboration together with the counterculture symbol Smiley. As a youthful symbol of defiant optimism, the campaign feels upbeat and vibrant with highlights from the 90’s, H&M said. The collection is infused with full-on retro vibes that are designed for both Men and Women.
The collection includes tie-dye hoodies, loose-fit denim and relaxed joggers, tees, rugby shirts and sport socks and fun, flippant accessories and key pieces like the pile vest and the puffer jacket. The color palette is light purple, off-white, soft beige and solid black. The vast majority of the collection is made using more sustainable materials, said the brand.
The Smiley is a symbol of positivity that has influenced people around the world for almost 50 years, and a cult-status symbol within music, dance and art, H&M said. This collection is an exciting and playful mix of the of the ’90s – a decidedly retro vibe – with a hyper-modern touch. The Smiley x H&M collection launched November 30 in selected stores and at hm.com.