Italian Elio Fiorucci has designed a 70es-inspired-collection for H&M, available from June in selected stores in limited edition. Here is H&M's note and some pics.
H&M Poolside designed by Elio Fiorucci
Elio Fiorucci teams up with H&M for a collection of garments and accessories for women, men and children in his style made of colourful materials and designs which are absolutely perfect for a happy summer.
'This feels entirely right for H&M just at the moment', says Margareta van den Bosch, head of design at H&M.
The idea of a collaboration with Elio Fiorucci was already in the air, when H&M took over his former shop premises in Galleria Passarella in Milan in 2003 and opened the doors to its first store in Italy. And now, with the summer collection inspired to the Seventies, the occasion has arisen.
'What we're doing with Fiorucci feels new and unexpected. The colours are strong and delicious and the graphics are fun. We're delighted with what he is doing, and it feels terrific to collaborate with him for our summer collection', says Margareta van den Bosch.
In the Seventies Elio Fiorucci has introduced in fashion the concepts of freedom and creativity of the individual. He says: 'True elegance and glamour are not made by the price of the clothes, but by the capacity of each individual to choose and assemble his own way to dress.
The aesthetic of the garment reflects our own personality and each of us must have possibility to choose between a wide range of proposals, in order to set free colour and fantasy and at the same time respect the individual aesthetic and ethic values.
Elio Fiorucci continues: 'I think that it is important that a fashion business has soul. H&M is a modern company with an ethical vision of the market, which has understood, that buying a garment means to share a bigger project. One takes part not only to an economic project, but also an aesthetic project that comes from the heart.'
'To work with H&M means for me, not only to share a fashion project, but also a custom one, which suits perfectly my personality and the modern society we are evolving to' concludes Elio Fiorucci.
The collection
The articles designed by Elio Fiorucci have been in close cooperation with H&M's in-house designers. The collection stands for 70'ies, warmth, playfulness and includes colourful patterns that bring the thoughts to time off and swimming.
The collections consist of approx. 100 articles and will be available in a limited edition. It will be launched on all H&M's 21 markets in the beginning of June in approximately 1000 H&M stores. In Italy, the collection will be available in all stores
H&M Poolside designed by Elio Fiorucci
Elio Fiorucci teams up with H&M for a collection of garments and accessories for women, men and children in his style made of colourful materials and designs which are absolutely perfect for a happy summer.
'This feels entirely right for H&M just at the moment', says Margareta van den Bosch, head of design at H&M.
The idea of a collaboration with Elio Fiorucci was already in the air, when H&M took over his former shop premises in Galleria Passarella in Milan in 2003 and opened the doors to its first store in Italy. And now, with the summer collection inspired to the Seventies, the occasion has arisen.
'What we're doing with Fiorucci feels new and unexpected. The colours are strong and delicious and the graphics are fun. We're delighted with what he is doing, and it feels terrific to collaborate with him for our summer collection', says Margareta van den Bosch.
In the Seventies Elio Fiorucci has introduced in fashion the concepts of freedom and creativity of the individual. He says: 'True elegance and glamour are not made by the price of the clothes, but by the capacity of each individual to choose and assemble his own way to dress.
The aesthetic of the garment reflects our own personality and each of us must have possibility to choose between a wide range of proposals, in order to set free colour and fantasy and at the same time respect the individual aesthetic and ethic values.
Elio Fiorucci continues: 'I think that it is important that a fashion business has soul. H&M is a modern company with an ethical vision of the market, which has understood, that buying a garment means to share a bigger project. One takes part not only to an economic project, but also an aesthetic project that comes from the heart.'
'To work with H&M means for me, not only to share a fashion project, but also a custom one, which suits perfectly my personality and the modern society we are evolving to' concludes Elio Fiorucci.
The collection
The articles designed by Elio Fiorucci have been in close cooperation with H&M's in-house designers. The collection stands for 70'ies, warmth, playfulness and includes colourful patterns that bring the thoughts to time off and swimming.
The collections consist of approx. 100 articles and will be available in a limited edition. It will be launched on all H&M's 21 markets in the beginning of June in approximately 1000 H&M stores. In Italy, the collection will be available in all stores
