lemlem x H&M
The latest H&M designer collaboration with Ethiopian supermodel, actress and women’s empowerment advocate Liya Kebede, lemlem x H&M, features breezy dresses, matchy-matchy beachwear with bold stripes and dip-dyed colour-blocking, swimwear, jewellery and accessories.
Our cover star Lulama Wolf wears the collection, which is made from sustainable materials. Liya talks to Glamour about the lemlem x H&M collection.
G: Tell us about lemlem. Liya Kebede: I got the idea to start the brand after I visited my home country, Ethiopia, and saw traditional artisans were losing their livelihoods due to a decline in the local market. I wanted to help.
G: We love that lemlem is ethical and manufactured in Africa.
LK: lemlem’s purpose is to show the creativity and possibilities in Africa. We’re proud to engage with workshops and producers, make our brand on the African continent and create sustainable jobs for artisans.
One of our goals for this collaboration with H&M is for it to help draw attention to Africa’s vibrant fashion sector.
G: What was working on the lemlem x H&M collection like?
LK: H&M has been at the forefront of cool collaborations with brands for years.
The brand shared how much it appreciated our work with African artisans and loved the bright, stripy handwoven materials we use in our lemlem collections. Bringing the joyful, sunny spirit of lemlem into the collaboration made it a great match.
Our concepts were a good fit, and sustainability was at the centre of our discussions. We chose to emphasise natural materials, and strategised to make a versatile collection with pieces we hope will become customer favourites this summer.
G: How do you go about choosing the right partner to collaborate with?
LK: I love how collaborations give us a chance to stretch and experiment, to embrace new ideas and dierent perspectives. We choose partners with mutual values and interests who’re equally excited about exploring the creative process.
G: What are your favourite pieces from the collection?
LK: The trousers. I’m wearing one size up, so it’s loose, with the oversize shirt or the caftan.
*THE COLLECTION WILL be AVAILABLE IN SOUTH AFRICA on THE 14TH of october 2021 AT THE FOLLOWING stores: SANDTON CITY, MALL OF AFRICA, V&A WATERFRONT, CANAL WALK AND GATEWAY THEATRE OF SHOPPING