Helena Christensen x H&M: Behind the lens
In a studio in Copenhagen a world-famous model is at work — but this time behind the camera, not in front of it. Helena Christensen is one of the original supermodels from the 1990s, seen on the covers of countless magazines and a fashion favourite on the catwalks; but she is also a renowned fashion and art photographer. This spring she teams up with H&M for a small and beautiful capsule collection.
For this collaboration, Helena Christensen created a series of photographs of flowers, which are printed on a range of t-shirts, sweatshirts and hoodies.
“It’s been a very cool experience collaborating with H&M, as I not only have been able to see my photographs come to life on items of clothing, but also got to look at them through my lens as I shot the campaign images,” says Helena Christensen.
"I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine"
The Helena Christensen x H&M collection has an effortless yet edgy vibe. Designed by an H&M in-house team, the silhouettes include curved hems on the loose t-shirts, a cropped length on the sweatshirt and an oversized look for the hoodies. The colour palette of white, black and grey marl provides a clean background for Christensen’s photographs.
“We’re happy to be collaborating with Helena Christensen. From her work behind and in front of the camera to magazines or fragrances, plus her charitable work, she’s a true icon. And her beautiful photographs of flowers for this collaboration look amazing on the ’90s streetwear-inspired designs – it’s laidback with an edge,” says Maria Östblom, Head of Womenswear Design at H&M.
The campaign features four strong personalities: Danish actress and model Klara Kristin, Swedish rising model star Oumie Jammeh, American artist and model Janiece Dilone and Helena Christensen’s niece Sarah-Sofie Sonne.
“I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine,” says Helena Christensen.
The Helena Christensen x H&M collection is available in selected stores worldwide, as well as on hm.com, from 30 January.