Thu, 16 Mar 2023 11:20:00 GMT
Today sees the launch of the new global H&M Spring kids collection, in collaboration with 3D artist Eva Cremers.
The ‘Eva Cremers x H&M’ collection embraces childrens’ self-expression and creativity, capturing the essence of the young in today’s digital age. It includes 3D graphics and characters blurring the lines into the metaverse and gaming and with strong connection to youth pop culture.
Eva is best-known as a 3D illustrator and animation director with a distinctively bold and playful style. Her charmingly designed characters are brought to life through her signature elements, which include rainbows, hearts and eyes. For this collection these are used to adorn a range of items from T-shirts, hoodies, dresses and trousers to accessories such as caps, bags, keyrings and jewellery. As this collection needed to speak to children of 14 years old, as well as newborns and everything in between, the work was crafted collaboratively to expertly create an adaptable toolbox, filled with elements that suit a variety of ages and interests.
Eva commented “For someone working in a digital space, it’s incredibly fun to see digital work come to life on something physical! Being able to create something that lives outside of a screen and, in this case, for kids to actually wear and express themselves with, is a dream! Working with the H&M team was great. They gave me a clear brief and full creative freedom.”
The integrated, cross-platform campaign was produced by the team at Jelly, who added “Eva’s work is constantly innovative and well-crafted. It was a pleasure to work with her again and to be able to utilise our experienced, agile production team to help her deliver this far-ranging, adaptable campaign.”
“The collection is a ray of sunshine that is sure to brighten the day for our young customers. It sets an ambience for creativity and freedom to explore styles and looks imaginable to them. Together with Eva Cremers’ ingenious illustrations the collection perfectly captures the essence of the young in today's digital age. Eva’s creative, playful and digital 3D aesthetics fits perfectly for creating this unique fashion collection.” - says Sofia Löfstedt, head of design and creative H&M Kids.view more - Creative
Categories: Day Wear, Clothing and FashionJelly London, Thu, 16 Mar 2023 11:20:00 GMT