Once again it’s time for high street giant H&M to introduce their latest collaboration after previous efforts with the likes of Versace, Jimmy Choo and Givenchy this latest creative pairing might leave you rather confused. The latest offering sees H&M working with Brick Lane bikes, a London based bike club who work to uphold the traditions of cycling culture within London. For those of you who have eagerly followed H&M’s previous collaborations this might seem quite strange, however the more you look into it the more you realise it is a genius pairing that has produced something rather brilliant.
With the aim of creating versatile clothing that are both functional for cycling but also fashionable the collection is an amazing blend of sports lux and modern, minimalistic mens styling. The pieces are clearly tailored to meet the demands of cycling yet this hasn’t taken the focus away from the need for fashionable clothing that suits H&M’s target market. The use of bold colours gives it a very European feel, even though it is simple in design it is very sophisticated and on trend.
Thought has clearly been put into the pieces chosen given the limited size of the collection, tailored shorts, lightweight utility jackets and chinos are prominent throughout spring /summer lookbooks. Given H&M’s constant drive to offer fashion and quality at the best price the whole collection offers well made garments that offer great value for money.
I think the most interesting thing about this collection is the fact that every piece has been made with sustainable materials in line with the launch of H&M’s annual ‘conscious collection’ in March. Made with recycled wool, recycled polyester and organic cotton this capsule collection is a great example of the companies commitment to ethically producing clothes that are both sustainable and fashionable.
Combining the great prices, sustainable credentials, functionality and the great styling of this collection it is guaranteed to be a great success, I can’t wait to see it hit the stores.
The collection launches online and in selected stores March 7th 2013.