H&M partners with Ruth Carter for limited-edition streetwear collection
today Feb 4, 2020
Fast fashion retailer H&M has teamed up with Oscar-winning costume designer Ruth Carter for a 90s-inspired limited-edition collaborative streetwear collection.
Best known for her work on films such as Do The Right Thing, Malcom X, Amistad, Selma, Black Panther, and Dolemite Is My Name, Carter has made a name for herself thanks to her iconic designs and her unique contribution to and understanding of Afro-future, African American and African aesthetics.
Her collaboration with H&M seeks to channel this perspective into a collection that “aims to inspire pride, connection, and personal expression as it spreads a message of individuality, self-confidence, drive and determination.”
The 11-piece offering includes oversized sweaters, sweatpants, t-shirts and bucket hats in the colors of the Liberation flag – red, black and green – and pieces are decorated with encouraging slogans such as “Trust Your Voice,” “Truth” and “Ruthless.” Prices range from $12.99 to $39.99.
“When I was working on the many Spike Lee films, I got the nickname, 'Ruthless' by other key crew […] I like to think it's because I worked so hard behind the scenes designing looks and running the streets of New York to gather materials,” explained Carter in a release. “This collection was created in that spirit and it serves to empower anyone with an inner creative who is passionate about nurturing their voice and determined to share their story – their art.”
Entitled “And That’s The Truth, Ruth!” and shot on an abstract brownstone set, the collection’s campaign video features Carter and comedian Jay Versace hosting their own podcast about the collaboration and its inspirations.
In celebration of the creative partnership, H&M has also launched a scholarship at Hampton University, Virginia, Carter’s alma mater and a historically black university.
The Ruth Carter x H&M collection launches on February 13 and will be available on the H&M e-commerce platform, as well as in selected U.S. store locations.
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