Coming this autumn: Iris Apfel x H&M

"Style is about self-expression and, above all, attitude."

Written by Julia Retsinis

We are euphoric about our collaboration with the stylish and iconic businesswoman Iris Apfel who recently celebrated her 100th birthday. The collection, that launches at the beginning of 2022, consists of an assortment of eclectic dresses, sets and extensive accessories.

Imagine that you enter a room filled with eternal flair and a century's worth of moments: you hear laughter and chandeliers glitter, you see magnificent shapes and colours as if lifted from an artist's palette — the smell of summer flowers and citrus fruits gives you goose bumps.

That's how I believe it feels entering Iris Apfel wardrobe. 

The Iris was born in 1921 in the concrete jungle of New York. With art and fashion studies from prominent universities in the US, her career is as inspirational as her style. She is a self-made businesswoman, style icon, fashion designer, and interior decorator. Her different career paths have always been succeeded with her oh so famous "why be boring?" attitude. If you happen to visit the Big Apple, you will quickly recognize "the Big Apfel". Her aesthetic of bright clothing, layers and layers of fun accessories and her thick, round, oversized glasses is just Iris dressing up for herself and herself only. This has inspired people worldwide to create and celebrate their own style that they feel good in.

"Style is not about spending a lot of money. It's not about what or who you wear, but how you feel when wearing something. Style is about self-expression and, above all, attitude," says Iris.

Iris represents the notion that style and inspiration can come from anywhere and anyone, regardless of the price. "I think that H&M is a fabulous outfit worldwide and absolute pioneers in their field — which I love! I love doing high style at affordable prices, which H&M has mastered!"  says Iris.

SO, ONE OF THE WORLD'S 50 BEST-DRESSED WOMEN IN THE WORLD JUST TURNED 100. WHAT BETTER WAY TO MAKE A MEMORABLE CELEBRATION THAN CREATING A COLLECTION FILLED WITH ECLECTIC GARMENTS AND LOUD ACCESSORIES?
"With this collaboration, we are celebrating a unique and extraordinary woman and her creative and audacious style,"  says Ann-Sofie Johansson, creative adviser at H&M. "She shows that style is ageless and keep encouraging people to show who they are with fashion — and to have fun at the same time."

The Iris Apfel x H&M collection will include an assortment of clothing and accessories created with Iris' bold sense of style, designed for all ages and sizes.

"The collection is playful, opulent and rich with vibrant colours, vivid prints and opulent fabric choices. The look is indulgent with a more is more attitude and is crowned by over-the-top jewellery, which is very much a signum for Iris," says an excited Ann-Sofie Johansson.

The collection launches at the beginning of 2022.

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