The lemlem x H&M collection shares the perspective of the womenswear brand founded by Ethiopian supermodel, actress and maternal health advocate Liya Kebede and it shares effortless styles for the spring and summer. The collaboration shares easy-to-wear designs with artisanal details, soft textures and lemlem's signature stripes and color-blocking.
The collection includes everything from cover-ups to sundresses, swimwear, jewelry and accessories, and more sustainable material choices like organic linen, recycled polyester and Tencel Lyocell. Kebede provided creative direction for the lemlem x HM campaign images and they also feature the supermodel and her daughter, which expresses the intent of the collection's "timeless feel aimed to be passed down from generation to generation."
With this collab, H&M is supporting the lemlem Foundation and its work to empower women artisans in Africa.
Eco-Friendly Artisanal Womenswear
The lemlem x H&M Collection Explores Sustainable Styles
Trend Themes
1. Sustainable Fashion - Opportunities for disruption in using eco-friendly materials, such as organic linen, recycled polyester and Tencel Lyocell and collaborating with social enterprises to empower women artisans in developing countries.
2. Artisanal Design - Opportunities for disruption in incorporating artisanal details, soft textures, stripes and color-blocking into fashion designs to create unique and personalized eco-friendly womenswear.
3. Generational Fashion - Opportunities for disruption in creating timeless fashion designs aimed to be passed down to future generations, promoting sustainability and slow fashion in response to the fast fashion industry.
Industry Implications
1. Fashion Retail - Opportunities for disruption in creating eco-friendly and sustainable womenswear fashion lines, incorporating the use of organic linen, recycled polyester, Tencel Lyocell and collaborating with social enterprises to empower women artisans in developing countries.
2. Social Enterprises - Opportunities for disruption in collaborating with fashion retailers to enable the empowerment and training of women artisans in developing countries while promoting sustainable fashion designs with a generational focus.
3. Sustainable Materials - Opportunities for disruption in sustainable materials through R&D to create new eco-friendly material with features like soft textures, stripes and color-blocking, to cater to the need of fashion designers in eco-friendly womenswear.