H&M Collaborates With the Swedish Artist on a Capsule and Unique Hybrid Exhibition
H&M announced the launch of a capsule collection featuring the work of Swedish artist and photographer Jacob Felländer, as well as a special virtually augmented exhibition of the artist’s work.
Felländer is known for large-scale cityscapes and portraits that blend multiple cameras and exposures to create an experience of seeing a subject from many perspectives at once. H&M’s latest capsule applies these compositions to pieces ranging from T-shirts and sportswear to robes and gowns.
At the same time, an exhibition of Felländer’s work titled “The Great Escape” will launch both physically and digitally. An installation will be present in Stockholm’s Sergels torg square. Through a specially designed app, fans can scan QR codes and activate AR elements of the clothing, as well as creating their own multi-faceted prints that can be applied to pieces through H&M’s recycling program.
Creating this collection in close collaboration with Jacob Felländer has been really inspiring. By blending our creative processes and translating this into wearable art that you can immerse yourself in, the result is a collection that truly pushes boundaries and makes you rethink today’s art, fashion, and technology.
– Simon Hallin, H&M Collection Manager
The collection and exhibition launch on September 2nd.
