# Upbeat Streetwear Collabs The H&M x Smiley Collaboration Shares 90s Style & Defiant Optimism By Laura McQuarrie | Published 2021-11-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/hm-x-smiley References: [fashionunited.uk](https://fashionunited.uk/news/fashion/h-m-collaborates-with-smiley-on-streetwear-collection/2021112259476) & [about.hm](https://about.hm.com/news/general-news-2021/h-m-launches-an-upbeat-and-vibrant-streetwear-collaboration-with.html) After a challenging few years, people are leaning into hope, renewal and optimism and the [H&M x](https://www.trendhunter.com/trends/hm-x-glenn-martens) [Smiley](https://www.trendhunter.com/trends/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](https://www.trendhunter.com/trends/human-made-drop). Launching soon online and in select stores, the collection fuses details of the past with what the partners call a "hyper-modern touch." ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 93% | Activity: 91% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Why This Trend Is Growing - **Renewed Streetwear:** A trend of streetwear collections that emphasize hope, renewal, and optimism. - **90s-influenced Campaigns:** A trend of campaign designs that incorporate retro styles inspired by the 90s. - **Enduring and Sustainable Fashion:** A trend of creating fashionable and sustainable products that stand up over time. ### Industries Being Reshaped - **Fashion:** Opportunities for fashion brands to create streetwear collections that incorporate messages of hope and renewal, and prioritize sustainability. - **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. - **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. ## Related on Trend Hunter - [Sport-Lifestyle Fashion Collabs](https://www.trendhunter.com/trends/puma-x-madhappy.md) - [Collaborative Archival Campaigns](https://www.trendhunter.com/trends/90s-collection.md) - [Esports Streetwear Partnerships](https://www.trendhunter.com/trends/smiley.md) - [Collaborative Circular Collections](https://www.trendhunter.com/trends/heron-preston-1.md) - [QSR Collaborative Streetwear](https://www.trendhunter.com/trends/mcdonaldland-clothing-line.md) - [Avant-Garde High Streetwear](https://www.trendhunter.com/trends/hm-x-glenn-martens.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Playful Street Collaborations](https://www.trendhunter.com/trends/heart-to-heart.md) - [Collaborative Lifestyle Streetwear](https://www.trendhunter.com/trends/madgappy.md)