The H&M x Smiley Collaboration Shares 90s Style & Defiant Optimism
Laura McQuarrie — November 30, 2021 — Fashion
References: about.hm & fashionunited.uk
After a challenging few years, people are leaning into hope, renewal and optimism and the H&M x Smiley collaboration presents streetwear that captures that sought-after sense. Created for men and women, the collection includes a selection of products like tie-dye hoodies, loose-fitting denim, relaxed joggers and sport socks, plus playful accessories.
With a color palette of light purple, off-white, soft beige and solid black, the H&M x Smiley streetwear and accessories are not just fashion-forward but sustainable too.
The 90s-influenced campaign conveys a "youthful symbol of defiant optimism" and upbeat overtones with bright colors and retro styles. Launching soon online and in select stores, the collection fuses details of the past with what the partners call a "hyper-modern touch."
With a color palette of light purple, off-white, soft beige and solid black, the H&M x Smiley streetwear and accessories are not just fashion-forward but sustainable too.
The 90s-influenced campaign conveys a "youthful symbol of defiant optimism" and upbeat overtones with bright colors and retro styles. Launching soon online and in select stores, the collection fuses details of the past with what the partners call a "hyper-modern touch."
Trend Themes
1. Renewed Streetwear - A trend of streetwear collections that emphasize hope, renewal, and optimism.
2. 90s-influenced Campaigns - A trend of campaign designs that incorporate retro styles inspired by the 90s.
3. Enduring and Sustainable Fashion - A trend of creating fashionable and sustainable products that stand up over time.
Industry Implications
1. Fashion - Opportunities for fashion brands to create streetwear collections that incorporate messages of hope and renewal, and prioritize sustainability.
2. Marketing and Advertising - Opportunities for marketers and advertisers to design campaigns that utilize retro styles inspired by the 90s to convey messages of defiant optimism and positivity.
3. Textile and Manufacturing - Opportunities for textile and manufacturing companies to specialize in creating sustainable and durable streetwear and accessories that are both fashionable and functional.
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