Still dreaming of that H&M design collab you missed? It's back

We loved it once, and now it’s time to love it again: that’s H&M’s message as the brand celebrated 20 years of beloved design collaborations. On the 24th of October, the Swedish brand reopened its revamped flagship store at Drottninggatan 56 in Stockholm with a shoppable retrospective featuring celebrated designers like Karl Lagerfeld, Viktor & Rolf, and the recent collaborator, Rotate.

The collection and exhibition, sourced through partnerships with secondhand fashion platforms like Swedish Sellpy, showcase a commitment to circular fashion. “By working with pre-loved pieces, we can reintroduce these collections to fashion enthusiasts,” says Jörgen Andersson, H&M’s creative director. “We’re giving fans the opportunity to fall in love with these designs all over again while also bringing iconic fashion moments from H&M and the world’s foremost design talents to a new generation.”

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Guests were treated to an evening cocktail event where they could browse some of the finest pieces from past collaborations, alongside a discussion led by Ann-Sofie Johansson, H&M's creative advisor and former head of design, with stylist Hanna MW.

See all the images from the event here: