As one of the most photographed women, Helena Christensen knows a thing or two about what looks good on camera.
While she might be best known for her work in front of the lens as one of the original supermodels of the 1990s, with her latest collaboration with high-street giant H&M is proving her skills behind the camera.
Teaming up with the Swedish store, Helena lends her discerning eye and empowering imagery to a capsule collection with H&M.
The considered collection centres around Helena’s work photographing flowers, and what is more appropriate for spring than gorgeous blooms?
The bloom-filled photos were etched on to range of t-shirts, sweatshirts and hoodies. Which feature stylish curved hems, cropped, loose and oversized fits.
Letting the flowers bloom, the colour palette of the clothes keep a pared back palette of white, black and grey. Which provides a clean background for the floral photography.
Speaking about the collaboration, head of womenswear at H&M,Maria Östblom says: ‘We’re happy to be collaborating with Helena Christensen. From her work behind and in front of the camera to magazines or fragrances, plus her charitable work, she’s a true icon.
And her beautiful photographs of flowers for this collaboration look amazing on the 90s streetwear-inspired designs – it’s laidback with an edge.’
And it’s also a family affair as Helena’s niece Sarah-Sofie Sonne models for her model-turned-photographer Aunt in the campaign.
Joining Danish actress and model Klara Kristin, Swedish rising model star Oumie Jammeh, American artist and model Janiece Dilone to model the fun designs.
Speaking about shooting the campaign, Helena said ‘I wanted to capture the generation of tomorrow, encouraging them to be themselves and letting their personalities shine.’
The Helena Christensen x H&M collection is available in selected stores worldwide, as well as on hm.com, from 30 January.