H&M announced a collection in collaboration with the writer, performer and storyteller Yrsa Daley-Ward, whose powerful poetry is a comment on life, femininity and self-appreciation. Using Daley-Ward’s quotes, H&M created a selection of comfortable loungewear pieces that unite Daley-Ward’s affirming words with more sustainably-sourced materials. The full collection will launch worldwide in selected stores and at hm.com from 11 February 2021, with a limited selection available online only from 21 January, 2021.

The Yrsa Daley-Ward & H&M collection is invitingly mindful and reassuring. Quotes taken from Daley-Ward's longer poems, such as ‘If you have to fold to fit in, it ain’t right’ or ‘There will always be your heart’, are printed on selected pieces to encourage confidence and promise. Key pieces include the longline bermuda shorts with co-ord slogan sweatshirt, the oversized t-shirts and seamless crop-tops, and the drop-shoulder hoodie, all made with more sustainably-sourced fabrics such as organic cotton and recycled polyamide.

”We were so inspired by Yrsa Daley-Ward’s strong and powerful poems, which so beautifully address self-worth and self-empowerment. H&M shares these ideals and it was a priviledge to work together on a collection that champions such positive values.”

Maria Östblom, Head of Design Womenswear at H&M.

Silhouettes are purposefully wide or form-fitting, embracing the wearer in both comfort and style. Soft tones of dove grey and light beige permeate the collection for a calming, encouraging feel, with beautiful sage greens adding warmth. Daley-Ward herself will be the main character of the collection’s campaign, spreading hope and female-empowerment through a series of films which each portray her striking quotes.

”It has been wonderful working with H&M on this sustainably-sourced collection. My hope is that this collection comforts, empowers and moves those who wear it, that they wear the words close to their hearts. We need to be empowered to have the strength and confidence to move through the world and to achieve our dreams. You are your life’s work.”

Yrsa Daley-Ward, writer, performer and storyteller. 

“It’s been a difficult time for a lot of us and we wanted to give a sense of self-love and self-care back to our customers with this collection. We are delighted with these contemporary pieces and their undoubted positivity, we hope and believe our customers feel the same.”

Maria Östblom, Head of Design Womenswear at H&M.