Ethiopian sustainable fashion label Lemlem led by top model Liya Kebede is set to collaborate with Sweden high street giant H&M to release its capsule collection from the 22nd of April in select H&M stores.
In an interview with Harper’s BAZAAR, Liya tells the publication:
What’s exciting about partnering with H&M is the way that they reach an immense audience across the world. H&M’s interest in a small brand that is sustainable, that is promoting artisans, puts a focus on us and gives us an incredible platform to all these other people, customers who would not have looked at us. They understand the importance of sustainability and community and artisan work. The exposure is priceless.”
What’s more, H&M will donate $100,000 to support the Lemlem Foundation, which aims to create a pathway out of poverty for women artisans in Africa. It’s an exciting time of growth for us and for the women we support,” says Kebede. This collaboration was just kind of incredible. The timing was incredible. And I can’t wait to see the impact that it’s going to have on us this year. It’s fun. I’m excited.
Liya will keep the brand’s signature pastel stripes for this H&M collaboration, be sure to expect pastel blues, pink, yellow and green as well as white. The pieces will range from easy to wear shorts, tops, caftans, sundresses, trousers, cover-ups and colourful swimwear. The brand will have its first hand-crafted jewellery pieces for the collection as well.
Taking to Instagram, Liya announces the release:
In full bloom ???? So happy to see our latest collaboration with @hm x @lemlemofficial finally come to life ? ?? Lemlem in Amharic means to blossom and I hope this is the beginning of a blossoming new era for fashion, with hopefully more sustainability, more visibility to black-owned brands, more heritage and of course more of a much needed, more colourful and more uplifting wardrobe palette for our world today.
The collaboration is out 22 April on hm.com and in select stores including Europe. *Comes out a bit later – 6 May in the US & Canada and 20 May in Turkey **Comes out in October in Australia, New Zealand, South Africa and Chile.
#lemlemxHM find out more on hm.com/magazine.
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Photo Credit: @liyakebede