H&M has announced a collaboration with Sandra Mansour, a Beirut-based
brand earlier this month. The collaboration is inspired by strong female artists and the
beauty of nature. The collection features intricate designs in a muted
color palette, where handcrafted details like edgy ruffles and layers of
fabric create youthful looks. The Sandra Mansour x H&M collection will be
available at hm.com and in-stores beginning August 27. Due to the recent
national tragedy in Beirut, H&M will donate 100,000 dollars to support the
work of the Lebanese Red Cross.
Sandra Mansour established her fashion house in 2010 and her attention to
detail and craftsmanship, mixed with inspiration from art and her
surroundings in Beirut has been the essence of her brand DNA. For the
Sandra Mansour x H&M collection, Mansour drew inspiration from elements of
nature and female artists including Toyen, Dorothea Tanning, Lena Leclercq,
and Bibi Zogbe. The result is a feminine and strong range of dresses,
blouses and skirts, a tailored blazer, a printed T-shirt, and a hoodie. The
color palette includes greys, ivory and black. Mansour names each of her
collections, and the Sandra Mansour x H&M collection is titled “Fleur du
Soleil” after becoming fascinated with the way a sunflower follows the sun
from day into night. Dot, floral and sunflower motifs are featured
throughout the collection.
“The inspiration for the H&M collaboration was nature and natural
elements,” Monsour said in a statement. “Especially the sunflower, which
represents the cycle of life, and its dependency on sun and light. Poetry
and painters inspired the selection of fabric – the dark laces, jacquards,
and embroidered organza. With the Fleur du Soleil collection, I want to
talk to women around the world by sending a message of hope, something we
really need right now.”
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“The first things you notice about Sandra Mansour’s designs are their
dreamy qualities and sheer beauty, but then you get further drawn into the
craftsmanship, the storytelling and the modern youthfulness,” Maria
Ostblom, head of womenswear design at H&M, said in a statement. “There’s
also something empowering about the femininity. We’re proud to be
collaborating with such a trailblazer and look forward to launching the
collection worldwide!”
Collaborations continue to be a sweet spot for fashion brands. At a time
when less people are shopping, consumers still want to get their hands on
limited-edition products that bridge the gap between two customer pools’
fan bases. Like the majority of retailers, H&M’s business did take a hit
due to coronavirus, so now they are working on rebounding.
photo: courtesy of H&M