H&M Belgium, a fast-fashion retailer, has launched a vintage collection with Antwerp-based label Le Freddie.
This is the first time that the retailer has sold a vintage collection in stores. The line was curated by Le Freddie as well as H&M.
The curation is influenced by the 70s and 1980s. This can be seen in the selection of collared blouses and floral dresses, as well as the lace and lace pieces. A limited collection of designer pieces may also be included, according to some suggestions.
“We see that awareness and interest in circular fashion is growing among customers,” said Par Lindback, H&M’s country sales manager of Belgium-Luxembourg-France, in a release. “H&M is excited to work with Le Freddie in this unique project. We are confident that this collection will extend fashion’s life expectancy. We are happy to work with a local player in order to motivate and inspire customers to make a difference to a more sustainable fashion industry.”
This follows a series of activations that the label has recently done as part of its mission of promoting a more sustainable and circular fashion.
The retailer launched its Innovation Circular Design Story collection in November. It focuses on circular production and uses a new tool to track garment creation. The line was worn by Hailee Steinfeld, Kehlani and other celebrities at the Fashion Awards.
From February 3, 2022, the Le Freddie x H&M partnership will be available at three H&M shops throughout Belgium.