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H&M collaborates with Poet Yrsa Daley-Ward

By Kristopher Fraser

Jan 22, 2021

H&M is collaborating with writer, performer, and storyteller Yrsa Daley-Ward, whose known for her poetic works on life, femininity, and self-appreciation. Using Daley-Ward’s quotes, H&M created a selection of loungewear pieces from sustainably sourced materials. The full collection will launch worldwide in selected stores and on hm.com from February 11, 2021, with a limited selection currently available online.

The Daley-Ward & H&M collection uses quotes from her poems such as “If you have to fold to fit in it ain’t right” and ‘There will always be your heart” and features them on comfortable pieces fit for work from home. Key pieces include the longline bermuda shorts, co-ord slogan sweatshirts, oversized t-shirts, seamless crop-tops, and drop-shoulder hoodies. The sustainably-sourced fabrics include organic cottons and recycled polyamides.

”We were so inspired by Yrsa Daley-Ward’s strong and powerful poems, which so beautifully address self-worth and self-empowerment,” said Maria Östblom, head of designer womenswear at H&M, in a statement. “H&M shares these ideals and it was a privilege to work together on a collection that champions such positive values.”

Silhouettes are purposefully wide or form-fitting for maximum comfort. Soft tones of dove grey and light beige permeate the collection for a calming, encouraging feel, with beautiful sage greens adding warmth. Daley-Ward herself will be the main character of the collection’s campaign, spreading hope and female-empowerment through a series of films which each portray her striking quotes.

”It has been wonderful working with H&M on this sustainably-sourced collection,” said Daley-Ward in a statement. “My hope is that this collection comforts, empowers and moves those who wear it, that they wear the words close to their hearts. We need to be empowered to have the strength and confidence to move through the world and to achieve our dreams. You are your life’s work.”

Collaborations continue to be a key part of H&M’s brand strategy. Earlier this month, they announced their designer collaboration for this year with Simone Rocha.