Double first in the fashion world: clothing brand H&M is collaborating with a Belgian brand for the first time, and that for its very first vintage collection. The honor of assisting the famous fashion giant in this respect goes to the Antwerp vintage label Le Freddie. “This proves that the world is ready for change, if you ask us”, proud founders Els Keymeulen and Kristin Stoffels say.
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Swedish clothing brand H&M continues to work on a more ecological image. Just last week, the brand launched a fully sustainable party collection, made from, among other things, plastic bottles, grape skins and old fabrics. This week, their greener story gets a twist as the brand is now working on their very first vintage collection.
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Antwerp DNA
And we will have known that here in Belgium. Because H&M chose to work with an Antwerp label for the collection: Le Freddie, founded by Els Keymeulen and Kristin Stoffels. The ladies – both fashion journalists – launched the concept in 2019: they track down beautiful vintage pieces all over Europe, check whether they are nicely intact and put them up for sale to the general public via Le Freddie.
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(Read more below the photo.)
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Meanwhile, the brand has about 11,000 loyal Instagram followers and works together with major influencers for certain collections, such as Paulien Riemis recently. Today, Le Freddie can rightly boast about their biggest collaboration to date and will likely reach an even wider audience.
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All pieces from the new line were carefully selected by Els and Kristin, together with a team from H&M. The collection therefore contains both the DNA of Le Freddie and that of H&M, with especially romantic pieces from the seventies and eighties. Think lots of lace, blouses with large collars and long dresses with floral prints. Plus, Els and Kristin tied a few designer pearls for the collection. So being quick – as always with beautiful vintage collections – is the message.
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(Read more below the photo.)
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“We started Le Freddie with a towering ambition: we wanted to make a difference with our vintage shop, as tiny players in the fashion industry,” respond Els and Kristin. “We wanted to show that vintage, when curated and presented, can be just as cool, wearable, affordable, luxurious, fashionable and surprising as any fashion label. This partnership with H&M now proves that a small player can really make a difference. The fact that a label like H&M notices us and thinks we are good and relevant enough to hang on their shelves is more than just a moment of happiness. It proves that the world is ready for change.”
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Together we are convinced that this collection can extend the life of fashion.
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At H&M, they notice that awareness and interest in circular fashion is growing among their customers. “We are therefore very excited to work with Le Freddie. Together, we are convinced that this collection can extend the life of fashion, and inspire and motivate our customers to contribute with us to a more sustainable fashion industry,” said Pär Lindbäck, country sales manager of H&M Belgium.
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The collection will be launched from February 3, 2022 in three H&M stores: Antwerp, Ghent and Brussels. You can spot more items from the line in the video below.
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Also read:
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Easier than Vinted: H&M launches second-hand fashion platform ‘Sellpy’ in our country
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