H&M to launch collab with Liya Kebede's Lemlem this month

Sandra Halliday

Опубликовано
9 апр. 2021 г.

H&M has announced its latest label collaboration and said it's linking up with Lemlem, the womenswear brand founded by Ethiopian supermodel, actress and women’s empowerment advocate Liya Kebede. 

It's a globally-focused collection that seems to reflect the hybrid nature of fashion at the moment with many consumers around the world unsure of whether they will be going on holiday this year, going back to work in their offices, socialising or simply staying at home.

The retailer said it’s intended to be “comfortable in the city yet ready for that summer getaway” and features “a relaxed, fashion-forward range of caftans and beachwear pieces with bold stripes and dip-dyed colour-blocking along with swimwear, jewellery and accessories, made of more sustainable materials”.

It launches on 22 April in selected H&M stores as well as online on hm.com.

The company said it chose the label as it’s 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”.

The collab features traditional handwoven materials that the label frequently uses, as well as organic linen, recycled polyester and Tencel Lyocell. There are Lemlem’s signature stripes and colour-blocking with a colour palette that includes shades of blue, white, bright orange, soft pink, neons and a hint of pale yellow.