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H&M X JACOB FELLÄNDER      H&M X JACOB FELLÄNDER       H&M X JACOB FELLÄNDER     H&M X JACOB FELLÄNDER     H&M X JACOB FELLÄNDER     H&M X JACOB FELLÄNDER      H&M X JACOB FELLÄNDER     




Wednesday 1 September 10.00 – 11.30 CET       Show (Physical/Digital)     H&M X JACOB FELLÄNDER     Wednesday 1 September 10.00 – 11.30 CET       Show (Physical/Digital)     H&M X JACOB FELLÄNDER     Wednesday 1 September 10.00 – 11.30 CET       Show (Physical/Digital)     H&M X JACOB FELLÄNDER     Wednesday 1 September 10.00 – 11.30 CET       Show (Physical/Digital)     H&M X JACOB FELLÄNDER     



H&M X JACOB FELLÄNDER H&M has teamed up with the internationally acclaimed artist Jacob Felländer whose multi-layered photographs have taken him into the unknown – a place he wants you to find too. This capsule collection offers something that goes beyond what we wear. It’s an experiment that explores how fashion, art and technology together can help us find our inner creativity.




ART MEETS FASHION AND TECH WHEN H&M COLLABORATES WITH ARTIST JACOB FELLÄNDER

A groundbreaking collaboration between H&M and the internationally renowned artist Jacob Felländer challenges the boundaries of what creativity in art, fashion and technology can achieve today. In this unique collaboration an innovative physical and digital art exhibition meet an AR-activated collection conceived for the occasion. Both the collection and the exhibition go under the name The Great Escape.

Together with H&M, the artist Jaco Felländer presents a new and innovative collaboration. Jacob Felländer is internationally acclaimed for his multi exposed photographs that give the viewer a feeling of being able to look at a subject from several angles at once. On 2 September, H&M will launch a collection consisting of t-shirts, sweatshirts, shirts, shorts tunics leggings and more – all of it designed around Jacob Felländer’s art. The project as a whole encourages people to explore and develop their own creativity through fashion, art and technology.

At the same time, The Great Escape, an art exhibition in both physical and digital form, will open.

“The main objective of this project is to help train the next generation in creativity because we need new solutions to old problems – environment, pandemics, conflict and famine. That’s the reason why I want to give away my secrets and my method and share it with everyone,” says Jacob Felländer.
In order to fully experience the exhibition and collection – both physically and digitally – the app The Great Escape can be used to access a digital art exhibition around Sergels torg, to activate AR elements of the garments, and allows customers to develop prints and transfer them onto vintage t-shirts or sweatshirts from H&M’s clothes recycling initiative. Through the exhibition and collection, Jacob Felländer and H&M hope to inspire people’s creativity. One way of doing this is by breaking established rules, something both the exhibition and the collection aim to do.

“Creating this collection in close collaboration with Jacob Felländer has been really inspiring. By blending our creative processes and translating this into wearable art that you can immerse yourself in, the result is a collection that truly pushes boundaries and makes you rethink today’s art, fashion and technology,” says Simon Hallin, Collection Manager H&M.


The H&M x Jacob Felländer collection is available 2–9 September in H&M on Sergelgatan 1.

The exhibition The Great Escape is open 2–19 September on Sergels torg and Sergelgatan 14.